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Calvin Klein Tackles The Age Of Grindr And Casual Threesomes In Steamy Campaign

Screen Shot 2015-07-30 at 8.56.33 AMIn 1980, a 15-year-old Brooke Shields announced in an ad that nothing came between her and her Calvin Kleins.

Finger. On. The pulse.

Next it was Marky Mark and Kate Moss, followed by a whole slew of notable (or just notably hot) models that propelled the brand into that hard to define “iconic” status.

So what’s the new great idea from the ad department? The thing that’s going to show how current the brand is?

Sexting.

OK, maybe sexting hasn’t been a conversation starter for a good ten years, but a closer look at the campaign reveals boys sexting boys, girls sexting girls, and threesomes being discussed with the casual air of a dinner party.

They might be on to something.

Take a look:

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CK says “the visuals provide an editorial narrative of how a modern generation uniquely approaches sexual connection in a digital world,” which is a nice, flowery way of saying young people don’t care too much about being labeled slutty. Life’s too short.

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Here’s a video preview: