What about this sells jeans?
ByJust like people, sometimes companies don’t learn the first time around, and apparently Calvin Klein is one of those companies. As shown below, their ad showing Eva Mendes promoting their Obsession fragrance was banned due to racy content. I must warn you before viewing, that this commercial is pretty pg-13, and the reasons for the ban are pretty obvious (not only is it racy, but her nipple is also shown). Well, according to New York Magazine, Calvin Klein is even coming out with a racier ad. I realized that it must be pretty racy because all the links I found to the ad had already been removed due to content violations. The magazine reports that it shows men and women in only jeans while participating in sexual encounters including threesomes…oh and more nipples… While New York magazine said that the commercial will be banned within the US “because if anyone in the U.S. sees a bare breast for a millisecond, children will die, obviously,” I think that this is a problem that a company would try to produce such a terrible and degrading ad ONCE AGAIN. I mean what about this is productive for our society? And please tell me how this actually sells jeans?
To view New York Magazine’s article by Amy Odell: http://nymag.com/daily/fashion/2009/01/video_calvin_kleins_revives_sc.html
3 Comments
March 6th, 2009 at 7:42 am
I think this can be tied into the posting about producing creative work faster. This kind of advertising is easy and quick to produce and I do not think requires any creative thought at all. This does not make me want to go get their perfume. I just don’t get it. The other commercial you are speaking about was supposed to be banned but I am pretty sure I saw it the other day because it was exactly what you are describing in your post. It was men and women in only jeans engaging in various sexual activities. I couldn’t even see the jeans! Can we not move past the sex sells mentality? Does it really still work? I think it would really pay off for Calvin Klein to take the time to produce more creative, socially responsible ads.
March 6th, 2009 at 1:56 pm
Calvin Klein is notorious for creating controversial campaigns. While this “shock value” tactic may have been beneficial for them years ago the first time around, I think consumers are so sick of the sex sells mentality and view these kind of spots as cheap and uncreative. At this point I think it is almost insulting to expect someone to buy a product because some “sexy” barely dressed girl is promoting it.
March 6th, 2009 at 4:25 pm
I agree if they are selling jeans they need to show the jeans! no one is going to buy a product that they cant see, it might build their brand image but how it is really building it is another question they are making it a Sexy “cool” brand but their products arent getting any attention- if your commerical is getting banned from tv then their is a major problem going on!!