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.