The new Calvin Klein ads uses the dating site Tinder to promote its new campaign '#mycalvins.' The ads provide a glimpse into the scandalous lives of teenagers and youth via text message communication. While most of the Calvin Klein ads provide intimate images and intense sexuality, this particular campaign provides written text.
Each image displays a single model, a couple or a group of three people wearing the brand's jeans. Incorporated into each image is a screen shot of a text message. These messages are presumably conversations between the people in the images.
The text messages are not PG -- they display intimate conversations about relationships and sexual activities. These ads are redefining the term "sex sells." While these Calvin Klein ads might not appeal to an older generation, they will certainly appeal to Tinder users and younger consumers.
Online Dating Denim Ads
This Calvin Klein Ads Incorporate Text Messages Between Teens
Trend Themes
1. Provocative Advertising - The use of intimate conversations in Calvin Klein's online dating denim ads could disrupt the advertising industry by encouraging brands to be more daring with their marketing campaigns.
2. Incorporating Technology in Advertising - Calvin Klein's use of Tinder to promote #mycalvins highlights the trend of incorporating technology and social media into advertising strategies.
3. Targeting Younger Consumers - By using provocative content and social media platforms, Calvin Klein's online dating denim ads appeal to younger audiences, pointing to the trend of targeting the younger consumer demographic.
Industry Implications
1. Fashion and Apparel - Calvin Klein's use of online dating and social media in their advertising could create opportunities for fashion brands to reach a younger, tech-savvy demographic.
2. Online Dating and Matchmaking Services - Calvin Klein's partnership with Tinder showcases the potential for online dating and matchmaking services to partner with brands for targeted advertising campaigns.
3. Technology and Social Media - The use of technology and social media in advertising, like with Calvin Klein's online dating denim ads, presents opportunities for tech and social media companies to expand their business into the advertising industry.