1 - Research Portfolio

Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products

Learning Outcome 1 (U24): Understand the products that are produced within and across media industries

P1 (U20) Know how existing advertising campaigns embed advertisements across a range of media products

Calvin Klein - #MyCalvins

(Image found from google)

Aims and Objectives -

One of the main aims of this campaign is for the company Calvin Klein to increase sales. This is done by using celebrities/music artists such as A$AP Rocky to further promote the product. Although the
product has been successful since 1981, Calvin Klein have 'refreshed' their products with a new line.
This specific underwear was called the statement trunk as the back of the waistband has the origination of the Calvin Klein brand with the city where it all begun as well as the co-ordinates. This makes the product more demanded as the product holds the origins of the most popular underwear designer of all time.

Another objective of the campaign is to create awareness. This is for both the product and the brand. This image creates awareness for the brand as the only clothing both models are wearing include a large bold Calvin Klein logo. This makes the items extremely clear and allows the audience to be aware of the product. The photo is a very dark photo so by having the underwear white, it allows it to stand out and shifts the focus onto the underwear. This is done to bring out the already familiarised product more in the image.

A third aim and objective is that the campaign hopes consumers will interact with each other and start discussions using the hashtag. Customers can simply talk about the product using the hashtag on social media platforms such as Facebook, Instagram and Twitter. This is a very easy way for customers to interact with the business as it is quick and easily accessible. As well as this, it will allow customers and other celebrities to share their own pics in their Calvins. This allows for extra publicities and helps with brand exposure. 

Target audience -

The target audience for this campaign is teens both male and female as they are promoting the brand using ASAP Rocky, a very influential male rapper with a large fan base, especially of teenagers. This campaign also stars Shawn Mendes who is a very famous pop singer. The advertising is directed at males and females however it is dependent on what parts of the campaign. The adverts showing Kendall Jenner and other female models are clearly directed at women whilst the adverts showing Justin Bieber wearing menswear are directed at men. The bold CK branding also promotes the brand to this teenage audience who are fans of CK and it will influence them to have the same underwear as these celebs. The brand is also very luxury which targets customers of a higher social grade (ABC1) where people have more spending money available. The underwear is also quite highly priced which shows it is targeted at wealthier people, making the underwear more exclusive. Calvin Klein are all inclusive when it comes to race and ethnicity as shown through their campaigns. They use models of all different races which shows that the clothing is directed at all people.

The secondary audience would be of a slightly older demographic than the primary audience. This is because underwear is needed for all people and Calvin Klein being the market leader for underwear, has a great demand from all people. These people are aged around 35-50 and are in the ABC1 social grade as a high income is needed for the expensive underwear. This is still including all races and ethnicities as Calvin Klein do target all races.


Key Messages -
Celebrities with good reputations are used to model the products as popular celebrities in luxury underwear will attract a large audience. Celebrities with a large fan base will also be very supportive of the campaign, attracting more sales. ASAP Rocky and Shawn Mendes will both bring a great number of supporters to the business. The CK campaign also shows off great body image in there photos which promote the luxury side of the brand. The message of #MyCalvins is for Calvin Klein to celebrate and highlight togetherness and to be creative in a certain space (this instance, a car). The adverts are very simple which bring out the CK underwear even more as the branding is very bold and memorable.
Additionally, the lack of clothing throughout the different campaigns further reinforces that the product is comfortable. This is a key message because they want their consumers to be and feel comfortable in their underwear.
The use of adding in the year established "1981" promotes this product as being reliable, as it has been a staple brand for over 40 years. It tells customers the origins about the famous American brand.  This is also a new design that they have not done before which will attract loyal customers who may collect the brands underwear.

(Image from CK website)

Approach - The primary approach of this campaign was established through social media due to the hashtag #MyCalvins. This was used so that this hashtag would be reposted on different social media platforms by a large amount of people. This message is about being unique and the togetherness of the CK community. This hashtag was shared by many people, popularising the campaign. Celebrities where also posting the hashtag allowing it to be seen my millions of people. They aimed to use this hashtag in order to get the campaign out to a very large audience on instagram, facebook and twitter. The campaign was shared amongst millions of people worldwide using social media and other traditional advertisement methods. This helps with maximum public exposure as social media is an extremely popular and has millions of users. This form of advertisement is also free and easy so it is definitely worth it for Calvin Klein to be using this form.  This form of advertisement is used as the majority of Calvins Kleins audience are users of social media due to social media being popular for the targeted age group.


Representation - This campaign represents the togetherness and value of family through the simplistic outfits and the laughter and fun shown in the videos (A$AP Mob). The video shows that people feel comfortable in there Calvins and how the brand helps support union. The campaign also shows the classiness and exclusivity of the brand having A-list celebrities such as A$AP Mob promoting there products for them. This campaign challenges stereotypes against black people and gang culture. This is because the gang who are modelling the campaign are presented in a very classy and positive manner. Gang culture is not represented in the campaign however the feeling of togetherness within the group is as they are all having fun laughing and dancing together. A$AP Rocky as well as another black model are on the cover of the campaign which symbolises power and how black citizens have grown to gain much more respect, even covering campaigns for the biggest underwear brand ever. As well as this, Shawn Mendes and other white celebrities have been used in the #MyCalvins campaign. There are no stereotypes included around white citizens in this campaign.

 (Video from YT)

Campaign Logistics - This campaign includes a range of different sayings in order to help promote the campaign on social media and spread a wider meaning. The sayings include OUR FAMILY, OUR CREW and OUR YOUTH. These are included in the various videos to highlight what the video is symbolising. Some of the videos also end using a red screen with a Calvin Klein logo in the centre. This is using the brand logo to promote the business.
Additionally, Calvin Klein are promoting their underwear and jeans range by using influential celebrities to model their products. This brings in more customers who are fans of these celebrities e.g ASAP Rocky has a very large fan base which will lead to more sales. The campaign has been called #MyCalvins as people on social media will use this hashtag to show interest in the brand.

Choice of media - The #MyCalvin campaign was predominantly advertised on social media using platforms such as facebook, instagram and twitter. The campaign had many celebrities posting photos of them in there Calvin Klein underwear with the caption "I ____ in my Calvin's" and left them to fill in the blank. This campaign went viral very quickly and drastically increased there followers on all social media platforms. Billboards around cities were then put up to show the A-list celebrities interacting with Calvin Klein. This allows for everyday people to see the advertisement in a busy town when walking/driving around. The website has the #MyCalvins campaign as the first thing you see when you open Calvin Klein. This shows how important the campaign is to them as they want all customers to be aware of this. The different promotional videos that Calvin Klein have created as part of this campaign add more personality. They show how people actually feel in the underwear and how luxurious they look as well as add a more in depth look compared to just a photo. The different sources of media used by the business allow customers to catch a feel of their message and make customers more inclined to make a purchase.

 (Image found from google)

(Image found from google)

(Image found from google)

(Calvin Klein website)

 (Calvin Klein website)

Call to action - The call to action was for the #MyCalvins hashtag to be shared around social media by various celebrities which it was and to increase the followers on there social media pages. The campaign was re-posted by hundreds of celebrities which is why it was and still is extremely successful. The aim of this campaign is simply to get a message across as they know the sales will follow if this is a success. Furthermore, Calvin Klein wanted people to buy their products. This can be seen on the Calvin Klein website under the first #MyCalvins advert which has a "Shop Now link. This attracts clicks taking customers straight to products ready to be purchased. This is an easy way for website viewers to get through to the products, part of this campaign. The phrase "Shop Now" is also very bold and outlined by a box so that it is very clear and wont be missed by people checking out the page. Being this bold, customers are very tempted to go through the link and see what they are offering.

(Image from website)

Legal, Ethical issues and regulatory bodies - As this campaign is all about underwear, there are some very obvious ethical issues with the use of "perfect body image" to advertise their luxury underwear. This will always be an ethical issue for brands such as Calvin Klein especially with the rising debate of wether there is a perfect body image and the effect these adverts may have on teens and young adults. As well as this, one of the billboards Calvin Klein used for there campaign received a lot of complaints. This was because the advert shows a woman who "seduces" in her Calvin Kleins while the male "makes money". This is very stereotypical and the brand did clearly not realise what they had done until they received the complaints. This would have been reported to the ASA who regulate marketing. The ASA are the Advertising Standards Authority who are a board that regulate adverts to make sure they are not harmful, offensive or misleading. There has been a lot of controversy during the MyCalvins campaign however not much of it has been reported to the ASA.

(Image from Google)

This is one image however that has been reported. This is because this was released at a time where there were increased reports of men taking pictures up women skirts. Therefore the National Center on Sexual Exploitation requested the advert to be taken down by Calvin Klein. The advert was normalising this which is not what should be done by such a influential brand such as Calvin Klein. The image however is still a part of the campaign.

(Image from google)

Nike - Nike LDNR

(Image from google)

Aims and Objectives - The main aim of this campaign is to showcase Londons sporting talent and competitive nature while including many cultural references that makes the campaign personal to Londoners. The American brand is building its connection to Londoners through this campaign by focusing on sport in London using a comedic approach and also London slang that only Londoners will understand. This builds a bond with London customers.

Another aim Nike have is to show equality through this campaign. Characters of all different races, genders and ages are used in the video, making it relatable to all viewers. Equality has recently been becoming a more popular and discussed subject so by having the wide range of characters, the public can see Nike are supportive of this. By promoting equality viewers can see that Nike is targeted at both men and women.

Lastly Nike aim to increase sales from London customers. By having a whole campaign targeted at just them, they feel as if the brand is well suited to them and cares about them. Nike have shown interest in Londoners which its competitors such as Adidas and Puma have not done which could sway customers towards Nike. This campaign also includes London based clothing which Londoners will want so that they can represent the city they are from, especially if the biggest sportswear brand in the world creates the merchandise.

Target audience - The target audience for this campaign is sporty teens living in London of all social grades. We know this because they have showed many different areas of London such as Peckham and Lewisham which can be found lower down the social grade as well as rowing down the thames which is seen as a upper class activity. The different London accents allows for a more personal touch for viewers from different parts of London. The advert is aimed at both genders which is why many males and females are showed in the advert playing sports. Nike also use wide range of people with different ethnicities and races. This tells viewers that Nike accept all people and that all people can wear their sportswear and be a part of the community. Overall Nike aim to include an extremely diverse group of people throughout the campaign video in order to make the video relatable for all viewers, knowing that their campaigns are viewed by millions of people. Nike aimed By its social media advertisement at 16 to 24-year-old Londoners. This allowed them to meet consumers on allow them to feel a connection.

The secondary audience for this Londoner line is tourists/athletes that do not live in London. This is because London is debatably the most popular and influential city in the world which will make many Nike customers want to represent it. People all around the world love Londons diverse culture and will want to support it by buying the products. All different races and ethnicities are therefore supportive of this campaign, wether they're from London or not.


Key Messages - The key messages of this London campaign highlight the lifestyle and reality of sport inside London for the youth. It shows London life as people many may not know from a young athletes perspective. This ad highlights Londons diversity within the population showing people of all races, classes and different backgrounds. This ad shows how tough the athletes believe it is to train in their borough due to the competitive nature. Nike are focusing on sport in London for the youth with this campaign.
Nike are also showing the public they target all different sorts of people and do not exclude any races. They want to do this to make all customers feel comfortable purchasing and wearing the brand. This will allow them to increase sales.

 (Screenshot from YouTube)

Approach - Nike filmed the ad on a 16mm camera instead of a digital camera which allows Nike to create the ad with a great sense of realism, making it look much more natural. Nike also include a large amount of London athletes and celebrities in the campaign so that the youth in the video have characters to idolise. They have been used naturally and they blend into the London feel in order to bring out the youth more. Nike wanted to showcase London, one of the worlds most popular cities in the world and show how it is full of many hard working young athletes with potential. This ad was shared on social media and youtube for millions to see worldwide. Nike chose this mass approach so that they could reach out to a large audience leading to many sales. The target audience nike are targeting for this campaign are also large users of social media and youtube, making the advertisement methods very effective for nike.

Representation - This ad avoids usual London cliches which allows it to represent Londoners true pride which the wider world may not have seen. It represents Londons large variety of cultures and how they all are part of one community. As well as this it shows the large amount of young athletes there is in the town and how competitive it is for them as well as the effort they go through in order to play there favourite sports. The ad is also very truthful which shows an in depth, realistic experience of a young Londoners sporting experiences. This ad includes very little typical Londoner stereotypes such as the clip of the young boy with a very posh family. Other than this their are no usual Londoner/British stereotypes e.g. tea, scones or the queens guards. This campaign shows London as many people may not know it. Their is no gender issues in this video as both genders are represented equally, showing boys and girls playing all sports.

 (Screenshot from YT)

Campaign Logistics - The campaign was released in February which was done to prepare Athletes for the upcoming full year. This is also a cold month so the warm clothes will benefit the athletes. Many athletes such as Eden Hazard and Harry Kane, top players for London clubs, have been included in the advert who many Londoners look up to as athletes as well as artists such as Giggs and comedian Michael Depiah. These celebrities attract customers as well as add personality to the advert, making it more interesting allowing viewers to watch the advert for the whole 3 minutes.

(Screenshot from YT)

Choice of media - The Londoner video is only 3 minutes long which makes it accessible on many different forms of media such as mobile, laptop and tablet. This makes the video very shareable allowing it to get around to many people. There is also adverts on social media as some athletes and celebrities featured have posted the part of the video which stares them on their social media page. This allows for more people to see the advert as many of the celebrities featured in this video have millions of followers meaning when it is reposted by the stars, millions of people will see it in their social media feeds. The kids also posted the videos on their instagram accounts as Nike wanted the kids to be the first influencers. The ad was posted on Instagram, Youtube (where it hit #1 on trending), Swipe up instagram stories and finally free sporting events where set up as part of this campaign.

 (Video from YouTube)

(Image from google)

(Screenshot from Instagram)

Call to action - At the end of the campaign there is a link for viewers to visit below the phrase "Show you're a LDNR". This is for viewers to visit and see the new LDNR collection on the nike website as well as other products they may want to buy. By showing the brands link, viewers will be inclined to visit and browse which is what leads to online purchases. The phrase show you're a LDNR also will make Londoners more inclined to make a purchase, especially after seeing the youth in London all performing in Nikes sportswear. As well as this, the instagram advertisement included easy 'Swipe up' features to be able to open the video leading from just a photo. This lead to many more views on the campaigns promo video. This link led straight to YouTube which is one reason the video got millions of views.

(Screenshot from Youtube)

Legal, Ethical issues and regulatory bodies - The London campaign had an issue with using the term "LDNR". This is because nike had infringed the brand LNDRs trademark. The brand said that they believed the Nike Londoner project made it look like a collaboration between the two brands or that it was Nikes very own trademark. This problem escalated so Nike decided to completely pull this ad from youtube due to the legal challenge it faced. This campaign was a very cultural campaign however there were complaints that not enough south asians were included in the video. The advert faced many legal challenges, copyright being the largest problem. Nikes legal advisors did not see the mistakes they made and therefore it cost them massively when eventually, the £10 Million was cut.



M1 (U20) Evaluate different cross media advertising campaigns for consistency of message

Calvin Klein - #MyCalvins

Calvin Klein use many different media pathways to advertise their #MyCalvins campaign, allowing them to reach a variety of audiences. These are methods such as social media (Facebook, Twitter and Instagram), website's, videos and billboards.

 (Video from YT)

This advertisement video is a key media form for the Calvin Klein. YouTube is a massive platform, especially for advertisement as it is a platform for uploading videos. This platform allows stakeholders to interact with the business as well as allow the business to analyse its viewing numbers and likes/dislikes. This video represents Calvins Kleins key messages in a modern, realistic and carefree manner. The video showcases characters of different races and genders relaxing and listening to a classic song. The video shows all the different characters singing/listening to the same song and enjoying themselves. The theme of this advert is a very positive and warm one, highlighting togetherness between the actors. There is a strong theme of love within this advert as well. These all link to Calvin Klein as the brand represents comfort and loving of one-another, as portrayed in the video. Calvins Klein's key message is to spread a feeling of togetherness using a very multi-cultural range of characters, allowing them to relate to a mainstream audience. The advert ends in a slowly moving image with bold text over the top of it, reading "Our now, #MyCalvins". This is used to show off the hashtag once again to viewers, making them more aware of it. The play on words with "Our Now" is done to make the audience feel as if they are already part of the business. Instead of saying "Out", Calvin Klein have smartly changed it to "Our" as this once again shares the message of togetherness that Calvin Klein have constantly been promoting.








Calvin Klein have used the same characters across all platforms for the spring #MyCalvins campaign including celebrities such as Noah Centineo, A$AP Rocky, Jasamine Daniels and Shawn Mendes. They have done this to show consistency and build a better reputation for this specific campaign. This allows viewers to be able to identify which campaign is being advertised when these influential characters are shown on an advert. These characters were selected as they are all very influential, popular and they are very diverse, making the campaign culturally appropriate. A$AP Rocky is shown modelling with his girlfriend Jasmine Daniels which allows Calvin Klein to use these two characters to symbolise love, while wearing their Calvins, this is one of the key messages they wish to deliver within their campaign.




(Screenshot from Instagram)








(Image from google)

Calvin Klein have used a variety of colours within their campaign. One colour they have used a lot of is denim within the clothing. This is because denim is a very popular Calvin Klein garment. Across all forms of media, they have used a lot of denim pieces to show customers what their staple pieces are. They have shown all different tones of blue denim on different platforms. In this look-book picture, the denim really stands out from the rest of the photo due to the dark lighting used. Calvin Klein are once again highlighting the importance of togetherness using the phrase "Our Crew". The word "our" is used a lot throughout this campaign as part of emotional advertisement. This creates a sense of family which Calvin Klein want as they want to be seen as more than just a clothing brand. They aim to appeal to customers on a personal level as this also makes customers more likely to go through with purchasing their garments.




(Image from google)

They also use the red text box very often within their advertisement as this tone of red really stands, creating a bold corner for text which is the only text used on each image. This allows for them to have the main focus on the image however still have a corner for text which the audience cannot miss. The writing does also not overlap anything within the images which is why it is so suitable.











Overall Calvin Klein create a good, clear and positive consistent message throughout their campaign. They do this by always using the same font and slogan as well as colour schemes and show off the products branding. The message is good because it is consistent over all media platforms and the positive message of family and togetherness is expressed. For this reason Calvin Kleins advertisement is successful.



Nike - Nike LDNR

Nike advertised the LDNR campaign on many different media platforms as their target audience are big users of the internet. This allowed them to share the campaign with many members of the public very easily. It was trending on YouTube, included in newspapers around the country and even tweeted by Londons mayor, Sadiq Khan. This allowed for maximum exposure.




(Video from YT)


The promotional video included a variety of different elements which appeal to the target audience. This promotional video appeals to its target audience due to these elements. Many A-list celebrities are included in the video which is one thing that makes it very suitable to its teenage Londoners target audience. Footballers such as Eden Hazard and Harry Kane (both top players for London clubs) and Grime artists (Very popular London genre) such as Skepta, AJ Tracey, Giggs and Dave, all born and raised in London which adds meaning to this Londoner based advert. It is a very colourful advert which allows them to appear to their younger target audience and keep them interested. This is because colours have a great phycological impact on people. The strong use of primary colours are also used in order to promote an active lifestyle. A lot of red, blue and white is used within this video, especially on clothing which could be Nike trying to use the colours of the union jack in order to symbolise Great Britain and England where London is based. The message of this video is that all people of all races and ethnicities can be active in sport and even make it on a professional level. It motivates the youth living in London. This displays Londons diversity within the population. Nike are focusing on sport in London for the youth with this campaign.




(Screenshot from Instagram)

Social media played a large part during the early stages of advertisement for Nikes Londoner campaign. The athletes and artists included in the promotional video have posted their individual clips on their Instagram pages. This is because most of the actors involved have a large following so by all of them posting individually, many people will be viewing the videos of all followers. The idea of these individual videos was to one-up the next actor. Many normal every day individuals were also part of the campaign which showed a large variety of characters. This also gave every day people a chance to be part of this Nike Londoner campaign. This is an example of Nike promoting equality within people in London. Instagram is also a very easy way for Nike to promote their campaign as they can use hashtags and @s to attract clicks to any Instagram profile, big or small.

Twitter is also a very large social media platform used to advertise this Nike campaign. Skepta who was one of the main stars featured in this video took to twitter to leak a photo of the advert to his large following base. This is done to excite fans and build hype around this Nike campaign. The message behind this post is to show a video is coming with the emoji used by Skepta as well as it being for Nike due to the nike logo on the athletes t shirt. By Skepta posting this on his twitter it also shows that he supports Nike and the movement for this campaign. This will mean that Skeptas fans will support and follow this movement due to their role model being the star of the campaign. This post also portrays black lives in a positive way showing that two of the main characters within this advert are of a black heritage compared to other non-cultural brands that promote white supremacy and see only white characters as respectable role models.

(Screenshot from Twitter)

Overall Nikes LDNR campaign spread a positive good message using the different celebrities and variety of children/ teens. This message was consistent over different media platforms as the video was promoted on different media platforms other than YouTube as well as billboards of the logo. This campaign however was short-lived but in the small period they had to advertise the campaign, Nike made sure the message was consistent and that the message spread was a good, positive one.





P1 (U24) Describe the media products for an identified industry sector

Types of advertisement methods

- Mag ads

- Video ads

- Trailers

- Social media (Insta, FB and Snapchat)

- Website pop-ups

- Billboards

- Radio adverts

- Bus posters

- Taxi advert

- TV advert


Calvin Klein - #MyCalvins


Calvin Klein use many different forms of media to advertise there #MyCalvins campaign. The main three advertisement platforms that Calvin Klein use are:

- Social media

- Youtube

- Billboards/lookbooks

Firstly, social media is a largely used advertisement platform by Calvin Klein, especially for this campaign. This is because social media is a very large and rapidly growing platform that is very useful for advertisement. There are many pros to social media advertisement such as it being very affordable and easy to use. The amount of social media users is increasing and is estimated to be around 2.77 billion right now. This will allow Calvin Klein, the worlds largest underwear company, to advertise products to hundreds of millions of people from all around the globe in a very easy way.

(Screenshot from Insta)

Calvin Klein have a very large following on Instagram due to there consistent uploads. This keeps followers updated with there newest releases. CK also post on there story very often which helps attract customers. CK have there website link in there bio which leads customers onto where they can purchase products and learn more about the business.

 (Screenshot from Insta)

The MyCalvins hashtag is the call to action that CK use to promote there campaign through different stakeholders. Nearly 3/4 of a million people have posted using this hashtag, showing off their Calvin Klein products. This is a very large number of people to have post using this hashtag. When Calvin Klein started this campaign, there aim was to have people around the world post with this hashtag, building the campaigns image. The message Calvin Klein are sharing using this hashtag is that all types of people from all backgrounds and sizes can be a part of the CK family and can be comfortable in their underwear without feeling self-conscious. This hashtag started a few years ago and is only growing which shows the success of this campaign. Although the campaign features people from all different backgrounds and sizes, there is a consistency of body types with the men, well-sculpted and the women, slim figured to catch the eye of their audience. Therefore the main audience CK seem to be attracting is fairly specific - wealthy people with money who can afford these luxury items and keep themselves in shape. Brands like CK have been criticised in the past for body-shaming because the models which are employed portray an unrealistic image.

 (Screenshot from Insta)

For each clothing season, Calvin Klein use different A-list celebrities as characters which allow them to have a good variation and attract many different audiences depending on the fanbase of the celebrities. For the spring 2019 season, A$AP Rocky was the main face. Many different shots of him were used over different media platforms such as social media, YouTube and even billboards. He is also currently the main face on there websites home page. Calvin Klein tag each post with the clothing shown in the photo. This is very smart as it means viewers have a direct link to purchase the products shown in the post. Customers will also be more likely to purchase the products if worn by their role models which is why Calvin Klein carefully select who they wish to model their products. A$AP Rocky is not only a role model to many people but also a very influential fashion icon. Calvin Kleins Instagram captions are also managed very smartly. They tend to include the MyCalvins hashtag as well as other relevant hashtags and the website link in capital letters, making it stand out more. Social media is a very useful advertisement method for Calvin Klein baring in mind the target
audience they have being mostly teenagers and young adults who are the main users of social media.






(Vid from YT)


YouTube is another advertisement method that Calvin Klein use. This is also a very popular method that can be used to view customers opinions very easily by looking at comments and likes to dislikes and analyse this data. The most recent MyCalvins Youtube advert was posted in mid February and consists of several celebrities, giving viewers many things to look out for as well as the clothing. This advert is currently on 1,253,610 views which is extremely good taking into account that there subscribers is very low. This video portrays many messages such as togetherness and the feeling of family. Calvin Klein also show that they are very diverse by using characters of different ethnic backgrounds and sizes. This promotional video has a positive feeling throughout with the characters all smiling and having fun with one another. As well as togetherness, romantic love is also portrayed through kissing and hugging. This once again shows comfort these characters feel in their Calvin Klein clothing as they are all having a great time. The choice of Shawn Mendes for this advert suggests that the brand is targeting a similar demographic to the featured artist - That is, white middle-class in the 18-25 age range. Shawn Mendes is very clean cut so again, this is an example of CK appealing to people of certain body types and physical appearances.

At the end of the advert, Calvin Klein used the font they tend to use in adverts. This is a bold sans-serif font which is very modern and has a heavy feel to it.

(Screenshot from CK website)

Calvin Klein smartly captioned the ending of the promotional video "Our Now" instead of "Out Now" as usually seen in adverts. They have done this to force viewers to double take as they initially would feel Calvin Klein have made a mistake. The word "our" however tells us Calvin Klein want the viewers to feel as they are part of the family already. It will make customers more likely to purchase Calvin Kleins products as they feel included within the Calvin Klein community. This is why it is so smart of Calvin Klein as it drags viewers in and makes them feel as they must be a part of this popular business and purchase these well .

A range of colours are used in the video on clothing as well as the location where the advert is set. This is done to keep the audience very interested and express different feelings e.g. bright colours represents happiness. The wide range of colour is used to influence a viewers emotion and actions.




Billboards/look-books are the last advertisement method that I will be analysing. Calvin Klein have had many billboards over the past few years and it has become a very prominent advertisement method for them due to the success it has brung them. Few billboards from the past have had complaints due to different problems that have sprung up however in general, there billboards are very successful. Look-books are also a usual advertisement method Calvin Klein tend to use when promoting new seasons and it includes many top tier images, carefully executed.

(Screenshots from look-book)

These images are 2 of the images that are included in Calvin Kleins look-book. Both images show the models looking extremely relaxed and natural in their Calvin Klein menswear. They are looking this way because CK want their audience to see the comfort and modern look that their clothing now represents. Both models are also very different looks-wise. Noah Centineo is a very muscular white young adult actor compared to A$AP Rocky, a black, rapper. This shows Calvin Klein have a range in models which promotes diversity and makes the brand more relatable to the audience. The images are very aesthetic as they all show perfect natural looking lighting and beautiful weather. The image with A$AP Rocky even shows a sunset captured from a rooftop. Across all look-book images, the captions are consistently the same. The models name is in the top left corner of the page, below that is the Calvin Klein logo in its classic bold font and in the bottom left of the image is the phrase used throughout this campaign "OUR NOW. #MYCALVINS". In terms of target audience, the choice of Noah Centineo lounging on a deck chair with a swimming pool in the background and a skateboard propped underneath his arm suggests that the target audience for this product are white privileged millennials.

(Image from google)

Similar to look-books, billboards are images that are placed around a city, usually at popular locations compared to just being uploaded online. Calvin Klein use billboards as everyone who drives/ walks past a billboard will have a look at it and if impressed, visit their web-store. This billboard has phrase "OUR FAMILY" which promotes togetherness and once again the message of family which Calvin Klein have shared multiple times. The Kardashians were used heavily during this season for advertising the brand as they are very influential characters which will help increase sales for Calvin Klein due to many young girls and women wanting to dress like they do. This appeals to the female side of Calvin Kleins audience. The use of huge billboards that cover the sides of office blocks equate the brand with high end luxury because this type of advertising costs a great deal to install. This is one of the ways in which Calvin Klein has successfully branded itself. In terms of branding, there is synergy across all the different platforms through the use of the sans-serif font and the celebrity endorsements. Celebrity endorsements are another way in which the brand associates itself with high end luxury.