While other fashion brands are making smart, super cool casting choices for their new spring campaigns, Calvin Klein has decided to go the tweeny bopper route by making Justin Bieber the face of its new ads.

The pop star strategy worked so well back in the early 1990s when Mark Wahlberg modeled the skivvies, but the Biebs in tighty-whiteys feels a bit desperate -- like when the pop star stripped down to his Calvins earlier this year, only to get booed, at Fashion Rocks. For a brand whose underwear ads have historically reflected daring and a sophisticated, sultry sexiness, this couldn't be any further from that.