These Calvin Klein Print Ads Totally Tap into Today’s Age of Tinder & Sexting

Mother New York and Calvin Klein Jeans introduce “Meet Us”, a campaign highlighting the new ways in which today’s young people think about love, dating, and sex. Through provocative imagery overlaid with sexually-charged texting screenshots, Mother created a multimedia campaign that shares intimate details, inspired by real-life stories from real young people around the world. True to today’s form of seeking connections, the campaign will be integrated within dating social app Tinder, as one of the first brands permitted to advertise within the app.

“Calvin Klein wanted to go beyond fashion’s traditional visually-driven advertising formula and instead start a conversation with young people,” said Mother Partner and ECD, Michael Ian Kaye. “Mother hung out with kids living in today’s world and heard stories from best hook-ups to steamiest sexts, nothing was off limits. The result is a campaign that broaches online dating, open relationships, and complex sexuality, bringing to life the truths about modern love.”

The campaign elements include digital video and photography shot by Mario Sorrenti. Running across 27 markets, “Meet Us” will be featured on non-traditional outdoor media, such as large-format static LED screens and street furniture in key global cities like Bangkok, Thailand, and Sao Paulo. One of the main campaign images, a same sex embrace, will debut on the brand’s signature billboard on Houston Street in Soho (August 3rd). In book advertising will start in September in addition to an advertising rollout with VICE Media across 10 markets. Additionally, there will be paid social media advertising, including promoted content on Facebook, Instagram, Twitter, and YouTube to reach the brand’s collective 20 million social followers.