Year: Spring/Summer 1994
Models: Amber Valletta and Herve Le Bihan
Ph: Mario Sorrenti
    | WWD Calvin Klein hatches a 'Spiritual' Escape. (Escape fragrance) May 20, 1994 NEW YORK -- Calvin Klein has a new advertising campaign for his Escape men's and women's fragrances. It will be the driving force behind an introduction of body products in the U.S. this fall and a 12-country rollout in Europe. The print and TV campaign sharply contrasts with Klein's 1991 effort. in which a couple are portrayed indulging in the more upscale getaway pursuits of sailing, horseback riding and water skiing. In the new version, a couple has gone native by heading to an intimate retreat on a rustic island off the coast of Panama. The sparkling sailboat of three years ago has been traded in for a well-weathered. roughhewn canoe. Nell Kraft, senior vice president and creative director of advertising at Klein's CRK inhouse agency, said the designer tried to portray more of a spiritual sense of escape in the new version. The original ads, Kraft said,were "less spiritual and more material." The TV spots and print ads, which were photographed by Mario Sorrenti and features models Amber Valletta and real life husband Herve Le Bihan, will begin appearing this summer. Print ads with scented strips will appear in July issues of national magazines in the U.S. and Canada. They will run in the United Kingdom in August and in Europe in September. The first TV flights will be broadcast in the U.S. in July, followed by Canada. the U.K. and Continental Europe in December. |
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