RUNWAY TO TV: Kicking off with the Golden Globes on Sunday, Calvin Klein Inc. is adding a new layer to its Calvin Klein Collection media strategy — television.
A rarity for designer collections, CKI will unveil its first-ever Calvin Klein Collection commercial during the pre-Globes red-carpet programming, which will run throughout NBC’s live broadcast of the awards and beyond. Fabien Baron directed the commercial, which features Lara Stone and Tyson Ballou in La Jolla, Calif. The ad showcases the full Collection assortment, from clothes to clutches, belts, sunglasses and furniture. “It helps illustrate the lifestyle of our Collection,” said CKI president and chief executive officer Tom Murry.
There are 15-, 30-, 60- and 90-second formats, which will continue to run after the awards in 200 additional spots, including on “Extra,” “Access Hollywood,” “Today,” “Desperate Housewives,” “Modern Family,” “Anderson Cooper 360” and the NFL playoffs — expecting to reach more than 20 million viewers. For the next four weeks, it also will be shown on New York’s TaxiTV, which should result in about 2.7 million impressions, and on vogue.com.
Murry declined to disclose the size of the media buy, but the brand-centric clip can go well beyond this fashion season. “We feel it has a fairly extensive shelf life and we can run it again this year, or next year,” Murry said. “This is iconic Calvin product. We can run it in Milan or in Tokyo, or around a store-opening event, for instance. It really has multiple usages.”
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