This post is part of our Ads Gone Bad series. Share your thoughts and memories of this ad in the comments, and be sure to check out our other posts on marketing gone wrong.
In 1995, Calvin Klein had clawed back from the verge of bankruptcy and was poised for expansion, hoping to jump into the top tier of mass-merchandised high fashion. Apparently, somebody forgot to tell the marketing department, which was happily rolling out yet another over-the-edgy ad campaign. When the offal hit the fan, it covered the whole company with a foul stench.
The campaign in question featured videos set up to resemble screen tests for low-budget skin flicks. Young men and women stood in front of cheap wood paneling, the kind one might find in the rec room of an 8mm director wannabe. These kids are interviewed by an unseen older adult, who asked them provocative questions and made suggestive comments about their physiques.
The 30-second spots drew harsh criticism from more than the usual morality police; the intimations of pedophilia caused television stations to refuse the ads, retailers to threaten to drop the Klein label, and protesters to march in front of some of the company's most important customer stores. Even the FBI jumped into the fray, investigating the company for possible child pornography charges (none were ever forthcoming).
By the end of the summer, worried that the controversy would spike the company's expansion plans, Calvin Klein withdrew the ads. However, in a Newsweek interview, Klein himself professed to being at a loss to explain the reaction to what he perceived as business as usual, using the essence of youth to sell the brand.
Did it harm Calvin Klein, the company? In 2002, the brand was sold to Phillip Van Heusen Corp. (NYSE: PVH) for a package estimated at over $600 million. And this did not include the jeans line, which had already been sold to the Warnaco Group (NYSE: WRC).
But perhaps you would be the best judge of the company's recovery from this faux pas. What's in your closet today?
See other examples of Ads Gone Bad.
Closing Bell: Economic Catapult for Thanksgiving & Black Friday (WMT, TGT, GRMN, GOOG, MSFT)
Deere up on Q4 earnings performance
Reid Hoffman: LinkedIn will go public (at some point)
Reader Comments (Page 1 of 2)
9-07-2008 @ 8:24PM
Teresa in Virginia said...
OMG How creepy can you get. That made me want to get a shower. Gross.
9-07-2008 @ 8:27PM
grouch said...
I've seen CK ads over the years, and they all were in poor taste, or stupid..and most of them were both!
9-08-2008 @ 10:11AM
Denise said...
Take a look at the new Levis ad...it is no better. Innuendos at 2 little kids about to have sex for the first time (way before they shouild be) just to sell jeans?!?! Give me a break...no wonder so many of our kids are so messed up/pregnant-promiscuous.
9-08-2008 @ 12:38PM
John said...
If I were eighteen, this ad wouldn't make me want to run out and buy a pair of Levis. Who was this ad targeted at, anyway?
9-09-2008 @ 6:20PM
Cara said...
I am not an uptight person nor part of the "moral majority". However, I find these ads disgusting. It is such an obvious representation of underage children being lured by some pervert into "auditioning" in a gross basement. Just because they say they are 20 or 21 (a flimsy attempt by CK to avoid pediphile charges) they are obviously younger than that and the fact that they would glamorize this societal travesty is sickening.
9-10-2008 @ 12:58PM
Elmer said...
I'm having a rock music record burning ceremony this weekend after church if you want to attend.
Those Beatles are going to ruin USA as we know it! There are satanic messages in their(Beatles) music if you play it backwards, and that long hair! They're devils.
I heard that Paul has 666 tattoo on the back of his neck.
9-18-2008 @ 2:24PM
Mike said...
Yuck! I tried to watch this at work and was too uncomfortable because I thought that my coworkers would think that it was kiddie porn if they saw. VERY CREEPY!
10-22-2008 @ 5:12PM
Mel said...
That is by far the creepiest thing I've ever seen.
10-22-2008 @ 5:34PM
PeBo said...
by far, one of the creepiest ad campaigns! How does this sell Calvin Klein's products? Made my skin crawl...
10-22-2008 @ 5:37PM
knight said...
The first time I noticed CK making ads with too young kids was about 13 years ago. The ads was very similar to the ones shown here. In fact, the background and ladder looks the same.
The models were pre-teens. Some of the ads showed the crotch shots of the young girls in short skirts. The boys had blue fingernail polish. People complained and magazines were pulled from the shelves.
I made my mind up right then that I would never buy their products again.
Now, I see they are at it again.
Is it not terrifying enough that young children are exploited as it is without CK showing it like it is acceptable??
10-23-2008 @ 9:10AM
Lynxx said...
Color me stupid, but I didn't get grossed out by these ads. All the participants looked like they were over 18. In fact, some of them were definitely older. The ads left me neutral. Some actually made me smile, because the subjects were such airheads. They did NOT sell me on Calvin Klein goods.
10-23-2008 @ 1:18PM
JANE said...
CALVIN KLEIN HAS TRIED THIS TYPE OF KIDDIE PORN BEFORE .HE NEEDS HELP.
10-25-2008 @ 9:16AM
DeeK said...
That was gross and creepy. That is in really poor taste.
10-26-2008 @ 9:43AM
Brandilyn said...
Nothing about that ad was offensive. all over 18 who cares! Elmer NO!!!!!!!! Don't burn the Beatles. Paul does not have 666 onhis neck when it is played backwards it says eb ti tel eb ti tel (Let It Be) How dumb! Are you really that ignorant that you believe that is devil music Have you even listened to them? they had long hair for only a short period. What lyrics are you hearing? People that have these thoughts are idiots. Music is music no matter what the lyrics may suggest. If you wanted to blasphemize music why don't you do it to songs about rape and big titties and all that pussy. You know the very offensive songs. When did the Beatles ever tell you to spread your legs and out your dick inside. (Rap Song version of Green Acres) Burn that album
10-26-2008 @ 9:47AM
brandy said...
very disturbing even though they said they were over 18 they didnt look it. and the question and comments being made were just wrong
10-26-2008 @ 12:54PM
CJ said...
I can't believe how bad those ads are! That was so gay!
10-26-2008 @ 5:27PM
Love said...
Brandilyn, I think you are missing his point.
10-26-2008 @ 5:57PM
Leah said...
I stopped buying ck anything years ago. He is one sick puppy and his ads are so disgusting! I am surprised ck is still in business....
10-27-2008 @ 12:19PM
Madman Dan said...
Almost everyone seems to be missing the point. While these ads don't make me want to go buy CK, it isn't me (and probably not most of you reading this comment) that they are targeting. But thousands of kids who saw them would have been impressed enough to go buy a pair (or 3).
Repetition is a fundamental element of advertising. Look at us today: 13 years later we are still watching them. Creepy or not, these commercials were a stroke of genius!
10-27-2008 @ 6:33PM
ct said...
Boycott Calvin Klien...