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Calvin Klein in Times Square

Posted by Robin on 14 July 2005

Calvin Klein ck one As part of Calvin Klein's efforts to renew CK One's popularity with its target audience of 18-24 year olds, they have undertaken a new ad campaign, which started this past April with a series of print (see image at right) and television ads.

Next on the agenda:

His fabled fashion house plans to erect a three-story-tall display in Times Square that looks like a perfume bottle minus the glass — filled with real-life models.

The larger-than-life billboard will be home to some 40 models, who will live in it next Tuesday and Wednesday during the day.

Read all about it in the ~~New York Post, via Yahoo News~~ (link expired, sorry!).

Filed in:
perfume in the news

Comments on "Calvin Klein in Times Square"

On July 14, 2005 Tania said:

Next week? Um...I hope those poor skinny kids get air conditioning in their "bottle."

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On July 14, 2005 NowSmellThis said:

You would hope. Can't decide if I would go & see the spectacle if I had the chance or not. You going?

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On July 14, 2005 Tania said:

Ha! Yeah, right. I avoid Times Square as if it were the very maw of hell itself.

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On July 14, 2005 NowSmellThis said:

Ha! My son thinks it is nirvana: biggest Toys R Us on earth, and a Hershey's store.

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On July 14, 2005 Patti said:

Calvin Klein is an uncreative self-indulgent has-been. This kind of thing is so ridiculous, he probably thinks he is making art.
Thanks for the info, Robin! I love your blog!

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On July 14, 2005 NowSmellThis said:

No need to mince words P, just say what you really mean ;-)

It isn't terribly creative at all, in fact, there was something recent, which as usual I just can't remember the details of, where people were living in some kind of bubble with sand & beach chairs & stuff, to promote something or another, in Times Square.

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On July 14, 2005 avalon said:

This is one of the lamest things I have ever heard.

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On July 14, 2005 NowSmellThis said:

Will be interesting to see what press coverage it gets. It certainly isn't going over very well here!

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On July 17, 2005 guy said:

WHAT? what's wrong with you people? I think this sounds really cool. it's not every day that you see a huge ass 3 story perfume bottle in the middle of times square filled with models shaking it all day! and judging from the picture in the Post, it's going to be really groovy. I'm definitely going to check it out!

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On July 17, 2005 NowSmellThis said:

I am quite on the wrong side of their target age group, but I would probably go see it if I happened to be in NY that day though. All the same, watching a bunch of skinny models pretend to have a good time in a large perfume bottle doesn't strike me as terribly groovy. I am old & jaded & cynical :-)

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On July 17, 2005 guy said:

hey - you said it, not me! ;)

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On July 17, 2005 guy said:

PS - I just noticed that they have a website for it www.ckonebillboard.com

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On July 17, 2005 NowSmellThis said:

Thanks, looks like I'll be able to watch the proceedings from home!

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On July 19, 2005 avalon said:

Groovy? What year is it? As someone who once modeled it is the nightmare job to get asked to do. It's something your agency would tell you would be "good press". And it is job I would have rejected. I don't think your reaction to it is old and jaded I would have thought it was lame when I was in highschool too. And believe me those models are going to feel old and jaded while all they do is complain to eachother all day that they should never have listened to their agency. My younger brother said "someone is trying a little too hard" in regards to it.

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On July 19, 2005 NowSmellThis said:

I keep trying to pull up the "live" website to see just how lame it is or isn't, but can't get it to work!

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On July 20, 2005 guy said:

wow. someone sounds a little bitter with his/her derailed modeling career. I was actually there and had a chance to talk to some of the models who were all thrilled to be a part of this. they were supposed to dance in shifts, but most of them stayed behind to dance longer without pay because they thought it was so cool to be up there shaking it in times square. I think the people at Calvin Klein did an amazing job of re-introducing to young people today what was such a groundbreaking fragrance to young people 10 years ago. Rock on, ck one!

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On July 20, 2005 NowSmellThis said:

Guy, see my comment to "Calvin Klein in Times Square Part 2" -- I did finally see the video feed, but they put up such a tiny video window that it didn't look very interesting online. Was there a big crowd watching?

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On July 21, 2005 avalon said:

Why do you assume it was derailed?...spoken like a true fashion victim and wanna be model. Caddy much?

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