Calvin Klein nailed the integrated marketing campaign formula for the Super Bowl tonight. Just days ago, we saw a preview of the new Concept commercial directed by Fabien Baron of Baron + Baron and starring model Matthew Terry and during the Super Bowl the full 30-second edit was unveiled with an unforgettable complimentary digital experience.
The theme of the campaign is based around the idea of “man versus machine”. In addition to the breathtaking creative, what helped to truly bring this to life was a partnership with Twitter-owned short video app Vine, where the brand posted digital content (pre-filmed but with a raw live appearance) throughout the game – namely six second videos of a the campaign model Matthew Terry in what appears to be an abandoned loft and wearing nothing by the Concept briefs.
Enjoy the full commercial below and the exclusive Vine content under the cut.
