Being a millennial, I am pretty familiar with sexually explicit and degrading advertisements. I am constantly disgusted with American Apparel ads, as well as designer brands, such as Tom Ford. Again, it is not new to come across an advertisement, usually for women’s products, that is full of sexual innuendos and displeasing images.
One company that has recently been called out by many on social media is Calvin Klein. The company has an ongoing “I _____ in #mycalvins” campaign featuring celebrities like Justin Bieber and Kendall Jenner. These advertisements fill in the blank on what each person does in their Calvins. The newest version of this campaign has turned heads more recently than their previous ads.
Consumers are upset over the fact that some of the newest CK advertisements hint at female masturbation and oral sex. While this campaign has generated a lot of buzz and publicity for the company, I don’t think it is the most positive. The backlash could partially be due to the fact that these topics are seen as taboo in the United States and should definitely not be promoted by a high-end fashion company.
I do want to give some credit to CK for being daring with their promotions, but I am utterly disgusted with the degrading advertisements. I think that the company should take that creative energy and pour it into a more effective and less-controversial campaign. What do you think about this campaign?
Source: USA Today’s Calvin Klein Uses Crotch Shot in New Ad and It’s Uncomfortable