{"id":27936,"date":"2025-03-21T11:10:24","date_gmt":"2025-03-21T18:10:24","guid":{"rendered":"https:\/\/presskitchen.com\/?p=27936"},"modified":"2026-01-28T09:50:04","modified_gmt":"2026-01-28T09:50:04","slug":"new-work-from-modern-posts-william-town-bad-bunny-joins-calvin-kleins-advertising-hall-of-fame","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/new-work-from-modern-posts-william-town-bad-bunny-joins-calvin-kleins-advertising-hall-of-fame\/","title":{"rendered":"New Work From Modern Post’s William Town: Bad Bunny Joins Calvin Klein’s Advertising Hall of Fame"},"content":{"rendered":"

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By\u00a0Rebecca Stewart<\/a><\/p>\n

Benito is the latest ‘mega-talent’ to front one of the designer’s famous underwear campaigns, with editing by Modern Post’s William Town.<\/h2>\n<\/div>\n<\/div>\n
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Bad Bunny (AKA Benito\u00a0Antonio Mart\u00ednez Ocasio) has joined Jeremy Allen White, Justin Bieber, Idris Elba, and FKA Twigs in the\u00a0Calvin Klein<\/a> history books, posing in his trunks to promote the brand\u2019s underwear. The rapper has stripped down for the U.S. designer as part of its spring 2025 campaign, shot by regular Vogue and Harper\u2019s Bazaar photographer Mario Sorrenti.<\/p>\n

The 30-second hero film, \u201cBad Bunny Is Infinite,\u201d is set to Bad Bunny\u2019s track \u201cEoO.\u201d It showcases the star posing in CK\u2019s Icon Cotton Stretch briefs, while lightning strikes behind him.The spot debuted on social to promote the wider collection, which includes tank tops and T-shirts. More creative executions will follow online this week and the campaign will also feature in high-impact out-of-home placements globally.<\/p>\n

\u201cThis campaign represents a blend of my music and my fashion sense,\u201d Bad Bunny, who dropped his sixth album Deb\u00ed Tirar M\u00e1s Fotos in January,\u00a0told GQ<\/a>. \u201cI want to inspire others to embrace their individuality and express themselves freely.\u201d<\/p>\n

Cutting through the noise with \u2018mega-talent\u2019<\/strong><\/h4>\n

As the most-watched artist on YouTube and Spotify\u2019s most-listened-to Latin artist worldwide, Bad Bunny doesn\u2019t just have a huge fanbase, he also yields global influence. He\u2019s extended this beyond music into brand partnerships, working with Adidas to launch several sneaker models in 2024. The artist is just the latest buzzy celebrity recruited by CK to drive sales.<\/p>\n

The marketing provocateur is known for its controversial, sensual photoshoots. It first brought this style of campaign market in 1980 with a campaign starring then-15-year-old model Brooke Shields, who recited the tagline: \u201cYou want to know what comes between me and my Calvins? Nothing.\u201dSince then, celebrities including Kate Moss, Mark Wahlberg, and Kendall Jenner have fronted similar ads. More recently, The Bear star Allen White posed in his Calvins last spring, while musician FKA Twigs fronted a 2023 underwear campaign. Both ads ignited conversation, controversy, and a discussion about double standards in acceptable marketing.<\/p>\n

Stefan Larsson, chief executive of PVH, which owns CK and Tommy Hilfiger, said that in 2024 Calvin Klein continued to drive \u201cstrong category offers that come to life with high impact culturally relevant marketing campaigns, amplified by mega-talent,\u201d like Allen White and\u00a0Greta Lee<\/a>, who starred in CK\u2019s fall 2024 campaign. Bollywood actress Disha Patani and K-pop group New Jeans also fronted ads for the brand promoting its denim and transitional outerwear last year.<\/p>\n

\u201cThese are campaigns that repeatedly cut through in the marketplace,\u201d said Larsson.<\/p>\n

PVH reported better-than-expected financials in Q3 2024. In December 2024, sales were down 5% to $2.3 billion, while CK revenues decreased 3% year-on-year.<\/p>\n

Read the full AdWeek article HERE<\/a>.<\/strong><\/p>\n

\"\"<\/p>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

By\u00a0Rebecca Stewart March 19, 2025 Benito is the latest ‘mega-talent’ to front one of the designer’s famous underwear campaigns, with editing by Modern Post’s William Town. 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