Moving beyond traffic accident causing billboards of well sculpted and well curved ambassadors in their branded underwear, Calvin Klein have finally gone viral with new global campaign “show yours. #mycalvins”. It’s very clever, very interactive and very very real – yes, search #mycalvins on instagram and what you may at first think is a feed of grindr selflies – it’s not – soon reveals the genius of Calvin Klein Underwear. Scattered through the feed is a gram, a regram a regram of a gram of Mirander Kerr @miranderkerr, several grams of Trey Songz @treysongz with someone else’s head superimposed onto his and a sporty spiced Iggy Azalea @thenewclassic. All willing participants of course. Ma fave so far is Leandra Medine @manrepeller. Openly hoping that the collection of underwear models Calvin Klein has in their archive come out to play – this may be a call to action for the fans, but come on Marky Mark get your hashtag on… #mycalvins #torso #hot.
by Rebecca Khoury