The new ad, which comes 10 years after the original “grunge era” campaign, is part of a drive to refresh the franchise and aims to renew its target for the 18 to 24 year old.
Unilever Cosmetics International (UCI) is set to reveal a new advertising campaign for its Calvin Klein brand’s CK One fragrance that will run on television as well as outdoor and print media.
The new ad, which comes 10 years after the original “grunge era” campaign, is part of a drive to refresh the franchise and aims to renew its target for the 18 to 24 year old.
Developed by the brand’s in-house agency CRK Advertising, the TV spot stars a cast of 40 relatively unknown models, a first for the brand, in a street-culture party scene that actually takes place in a building shaped like the CK One bottle. The ad retains the tag line “You’re the One”.
Fabien Baron, the designer of the CK One bottle, has been brought in as the creative director of the campaign. The print image was shot by David Sims.
The 15 and 30-second television spots and print ads will break globally from April.
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