new fragrance from Calvin Klein Cosmetics

Calvin Klein Cosmetics is launching a new fragrance for men called Crave on September 28. It will be accompanied by an advertising campaign that breaks globally in October. Male model Travis is fronting the campaign, which will run on television and in print with the strapline, ‘Get it on’. In the first TV ad, Travis is filmed making a video of himself in which he skateboards and plays air guitar. Another ad features Travis lying on his bed and watching the video he has made. Calvin Klein and in-house agency CRK were responsible for creating the ad, which was filmed in New York. Initiative Media handles media buying. Steven Klein was responsible for the print advertising and shot and co-directed the TV ad campaign with Fabien Baron.

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