Calvin Klein - Concept

February 03, 2013 | :30

PVH Corp.'s spot promoting the new line of Calvin Klein Concept underwear for men had model Matthew Terry showing off his perfectly chiseled abs in 30 seconds of black and white images, electronic music and long stares. The images also include a piston, which PVH called part of a "man versus machine" theme inspired by the "seamless technology construction" of the product.

PVH was actually only in the process of gaining ownership of Calvin Klein underwear at the time of the game. Although it controlled Calvin Klein-branded shirts for men and sportswear for women, the brand's underwear and jeans belonged to Warnaco. PVH struck a $2.9 billion deal for Warnaco in October 2012 and completed the acquisition 10 days after the 2013 Super Bowl. 

By making the first Super Bowl buy for Calvin Klein, PVH Chairman-CEO Manny Chirico said in announcing the ad, "PVH is demonstrating its commitment to fueling the growth of the entirety of the Calvin Klein franchise and illustrating the first step towards a more unified brand vision once the Warnaco acquisition is completed."

The commercial was created by independent shop Baron & Baron, working with Calvin Klein's internal agency. It was accompanied by promotion on Calvin Klein's feeds on Facebook, Twitter, Tumblr, YouTube and Vine, where video was posted throughout the game.

"Concept" aired in a year between Super Bowl ads for H&M that starred David Beckham in his own states of undress: "David Beckham" in 2012 and "Uncovered" in 2014.

Director: Fabien Baron, a longtime consultant for Calvin Klein.

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  • BrandCalvin Klein
  • Year2013
  • AgencyBaron & Baron
  • Superbowl #XLVII
  • Quarter airedQ2