Calvin Klein wants its next ad series to go viral. Riffing on the personalize method that made the Straight Outta Compton meme a hit, Calvin Klein’s pushing the tagline “I ________ in #mycalvins” and asking their famous spokespeople to fill it in. It’s the sexiest game of Mad Libs ever.
Of course, the nudity helps too. Justin Bieber declared he wants to “flaunt” in his Calvins, posing in black underwear by a naked statue, Zoolander-style.
He also wants to “dream” while holding his crotch. Kendall Jenner reveals she “wants to be with you” in her Calvins as she frolics around for the camera in a bra and panties.
Fetty “makes money” in his Calvins, FKA Twigs “excels” and Kendrick Lamar “reflects.”
— FKA twigs (@FKAtwigs) January 26, 2016
Model Saskia de Brauw gets philosophical in her underwear, declaring “I am simply in #mycalvins” as she poses on the beach. Deep.
All their word choices are way more profound than ours, which would be something like “I watch Netflix and eat chips in #mycalvins.” Check out more glimpses of the campaign on Calvin Klein’s Instagram page as they debut images throughout the day.