Sex + social media = so hot right now, right? Whether it’s people catfishing each other for revenge or sliding into the DMs, our iPhones weave their web into every corner of our lives.
Sex and social media are gripping their hands even tighter around popular culture. When things become this prevalent, it’s natural for brands to want to get into the conversation. Case in point, Calvin Klein Jean’s latest #mycalvins ad campaign.
You may have heard about the fuss a 15 year old Brooke Shields created in 1980 when she seductively suggested that, “nothing comes between me and my Calvin’s”, or the backlash from the 1995 campaign featuring pre-pubescent-looking models in a sleazy, wood paneled basement. Both controversial and provocative, but authentic, and spot on, historically speaking. This new campaign comes off as a little obvious.
I’m no fashion snob, nor am I anti-digital or anti-sexting, but this attempt to be “on-brand” is about as contrived as another dick-pic scandal.
While this campaign is Klein’s most successful, boasting 4.5 million #mycalvin interactions and 100,000 user generated submissions attached to roster of nearly 600 influencers and celebrities alike. This attempted reach for youthful debauchery has dwindled my opinion of the brand.
In short, I probably sound like hater to the 4.5 million people tagging #mycalvins on their belfie thirst traps, but the marketing behind these ads is really lackluster. I mean, where’s the fun in sending nudes, having threesomes and “cheating” on your boo if corporations are trying to align themselves just to cash in on you?