14 DAY TRIAL // Late last year, word got out in the media that “Twilight” hottie Kellan Lutz had just signed on to become the next face and body for Calvin Klein underwear, which almost immediately prompted talk of whether he’d actually manage to steal the thunder from Mark Wahlberg. Today, the first ads from the campaign are out, as Us Magazine can confirm.
The latest collection is called X, which is why each photo that promotes it is marked with a huge red X. There is more to this, though, as the campaign also includes other stars: that is to say, Lutz is not the only hunk to reveal his toned physique in the campaign. Also included is “True Blood” star Mehcad Brooks, Japanese athlete Hidetoshi Nakata, and Spanish tennis star Fernando Verdasco. Aside from the traditional billboards, the campaign will also go viral and get 3D elements to it.
“According to Women’s Wear Daily, the new X campaign promises to be Calvin Klein’s most digital to date. It launches March 1, so keep your eyes open for behind-the-scenes videos; interviews with the four hotties and (gasp!) 3D-effect versions of the ads. ‘We’re thinking bold, graphic and provocative, as always,’ said Bob Mazzoli, chief creative officer for Calvin Klein Underwear,” Us Magazine writes.
More details are not yet available on the campaign, as neither is it known whether other stars are to be included, aside from the four already mentioned. Speaking with Us about what it was like to pose for an underwear campaign, Lutz revealed that he had to make sure he looked his best – not that he should ever have a problem in this sense, one might as well add, given his hard rock six pack. “I swear, candy helps! Gummy bears! It helps fight the hunger of higher calorie foods, but it is bad for the teeth,” the actor said.
Keep an eye on this space for more details on the Calvin Klein X campaign, which, judging by what is known right now, will most likely prove to be the most innovative and successful of the type to date. It might actually turn out to be more popular than David Beckham’s run with Emporio Armani, some believe.