Is it a missed influence opportunity by Calvin Klein on Jeremy?

In the first week of 2024, Calvin Klein launched their new spring campaign featuring Jeremy Allen White, who gained popularity after The Bear Series. The campaign showcases Jeremy's ripped physique as he walks through an urban skyline in his Calvin, without any storytelling or big idea.

Calvin Klein has always roped in influential celebrities, and this is a part of their new influence strategy, which also includes Kid Cudi and Jung Kook in similar TVCs- using them as eye candies on the screen (Read Ken).

However, when compared to their previous influence strategy with Justin Bieber and other celebs for the "I ________ in #MyCalvins" campaign, it raises questions about the rationale behind this strategic decision.

Two hypotheses could explain this decision: either the influencer's character demanded this treatment, or the category is moving towards a story-agnostic influence.

Hypothesis 1: Did the character of the influencer demand this treatment?

Anomaly created a campaign with a similar multi-star cast featuring Jeremy, where the story was the hero while the brand and celebrity made the CTA memorable, rejecting the first hypothesis.

Hypothesis 2: Is the category moving towards a story-agnostic influence?

The second hypothesis remains possible, depending on the business objective for looping in Jeremy.

I look at a very recent campaign by one of their top competitors, Boss. And they had a very good insight driven brand campaign inspired from 'countless stories have surfaced of personal BOSS moments.' With iconic Tupac Shakur’s song “Changes”, the campaign has a great story 'BOSSes aren't born. They're made' making influencer's role also strategic- to stand out in the clutter.

However, the adjecant category of men's perfumes by the same brand navigated a similar story-agnostic celeb-influenced ad film- see Chris Hemsworth for Boss Eau de Parfum.

Enough with being critical! The question is what now!

CK have been thought leaders on how to use influencers in fashion & lifestyle. Keeping CK themselves as inspiration, two approaches could be taken; to still be telling stories that made the brand so influential.

Approach 1: Every influencer has a persona with a belief system; use that

And take inspiration CK's own campaign from 2 years ago with Jacob Elordi, who is still in the limelight (thanks to very steamy Saltburn), Sage/Vinson and Anthony.

Approach 2: CK has a distinct identity- it's branded band defines unapologetic confidence and self-love; use that

And take inspiration CK's own campaign 'Deal with it' with Justin Bieber, Lil Nas X, Kendall Jenner, Maluma, Sza and more. Keep CK as central theme and use the celebs to make that stand out.

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As someone who reads a ton of things and consumes an unhealthy amount of media, I needed a creative outlet for my thoughts. Linkedin seemed like a perfect platform for my reflections on brand cultures. Through my writing, I hope to share insights and great ads that make you reflect and introspect. While I may not promise to be consistent with my writing here, I shall try hard to make my pieces interesting and thought-provoking. Happy reading! Happy thinking!