As promised, Calvin Klein made use of Twitter’s new video-sharing app, Vine, during the Super Bowl last night.
Designed to support the premier of its Calvin Klein Concept men’s underwear campaign during the first quarter of the game, the six-second Vine content consisted of various different shots of model Matthew Terry working out in his boxers.
What was clever was the simple Super Bowl-themed copy that accompanied – “Game time”, “Fighting it out in the 4th”, and “Touchdown” included. So too was there a nice use of #SuperBowl and #SB47 hashtags throughout.
Below is a selection of them. Scroll to the bottom for the full ad too…
It’s likely you’ve heard the news that Calvin Klein is launching its first ever Super Bowl campaign this coming weekend.
The 30-second spot for the brand’s latest men’s underwear offering will debut towards the end of the first quarter of the game on Sunday evening. It sees model Matthew Terry shot by creative director Fabien Baron of Baron + Baron, in a provocative commercial based on the idea of “man versus machine” (see above preview).
What’s particularly interesting however is the idea that the campaign will be supported with activity on Twitter’s new video-sharing app, Vine. According to a statement, digital content will be posted throughout the event on this new app, which allows six-second videos to be played on loop, much like animated GIFs. The news follows a variety of experiments on the platform by other brands, including Gap and Urban Outfitters (as below).
Like other social platforms before it – such as Instagram – the instant beauty of Vine has been the room for experimentation it affords brands both big and small. Take British start-up Olivia Burton watches, for instance – it’s been having a play with content this week to great effect. A simple series of product shots captured on a black and white photographic background, portray an incredibly high quality and on-brand message.
Calvin Klein will no doubt achieve the same. The next question, of course, will be how all they’re received by consumers.
Back to the Super Bowl, and Calvin Klein is also planning to push relevant content across its Facebook, Tumblr and YouTube pages on game day.
“We are a brand with a rich advertising legacy and we firmly believe in powerful, multi-platform lifestyle advertising to support and grow the brand’s image around the world,” said Tom Murry, president and CEO of Calvin Klein, Inc. “This is a significant milestone, and, as an iconic American designer brand, we are extremely proud to be able to debut the latest Calvin Klein Underwear campaign during the Super Bowl – the most watched television event annually in the United States.”
According to Nielsen, the 2012 Super Bowl had 111 million viewers, making it the most-watched television program in US history. Another interesting study showed as many as 40% of this year’s viewers are watching for the ads rather than the sport.
The Calvin Klein spot will also be included in Twitter’s #AdScrimmage and YouTube’s Ad Blitz contests for the best Super Bowl XLVII ads as voted for by fans.
Triumph has partnered with augmented reality technology provider Holition to offer shoppers at Selfridges in London, the opportunity to virtually try on its new collection.
Through the ‘Fantasy Mirror’, women can see themselves wearing items from the Triumph Essence line, without removing a single item of clothing. The mirror uses a motion sensor camera that scans anyone standing in front of it. Infra-red technology then creates an accurate 3D reconstruction of the environment, facilitating a female avatar with real-time movement.
Jonathan Chippindale, CEO of Holition, said: “The Fantasy Mirror demonstrates how 3D virtual reality solutions can be used to develop the consumer experience. We have integrated elegant design with innovative technology to give female shoppers something they have never seen before. The mirror is not an alternative to trying-on clothes, but an additional shopping experience. Consumer expectations are constantly changing as technology evolves and Holition is proud to support this evolution by providing complementary services.”
The Fantasy Mirror was created in partnership with OgilvyAction, and unveiled at Selfridges last month alongside the new Triumph collection, by Helena Christensen (as pictured).
Below is a preview of H&M’s David Beckham Bodywear ad, due to air during the second quarter of Super Bowl XLVI on Sunday.
The retailer is also set to unveil a hand-painted version of Beckham in his underwear on a billboard on Eighth Avenue and 34th Street in New York, this week. The process will be documented as a time-lapse video on YouTube.
The full-length version of Megan Fox’s Armani Jeans and Emporio Armani Underwear spring/summer 2011 campaign, has been released.
Shot by fashion photographers, Mert Alas and Marcus Piggott, the ad sees an ultra-thin Fox provocatively posing in a series of skimpy looks.
A second video featuring Rafael Nadal (who takes over from Cristiano Ronaldo for the brand this season), will be released in full on Monday, March 7.
Fox meanwhile, is also the star of the new Armani Code fragrance campaign, the video of which is due to be unveiled over the coming weeks. Images released so far show the actress sporting a short black bob, topless though covered by a sheet, and accompanied by a nude male model on a rooftop in Los Angeles.
