No stranger to controversy, Calvin Klein is launching a series of expletive-ridden videos to promote CK's new men 's X Underwear collection.
The brand's new microsite, xmarkyourspot.com, features a mini-films with ripped campaign models Kellan Lutz of Twilight fame, Mehcad Brooks from True Blood, Spanish tennis player Fernando Verdasco and Japanese soccer star Hidetoshi Nakata.
Shot by photographer Mikael Jansson and film producer Darius Khondji in New York, the four greased-up and nearly naked men show off the Spring 2010 cotton and microfiber underwear, while baiting viewers with a string of bleep-ed out comments. A sampling, below:
"You want to see my [bleep]? I'll show you my [bleep], if you show me yours. C'mon, don't be shy. You want to see more, you want some [bleep]ing more? You know you like that [bleep]. It's all about the [bleep]ing Calvin's. Calvin Klein X. Mark your spot."
Steamy enough for you?
Fans can also check out behind-the-scenes footage and interviews with each of the hunks, in which they all answer the age-old question, boxers or briefs?, and let us know how they got their bodies CK-ready.
"You just look at it and it talks sex appeal. I think the fans are really going to go kind of crazy over this," says Lutz, 24, a boxer-briefs man who plays a vampire in the Twilight series. "I had to step away from my candy because I have a candy drawer. I had to be good and put the [gummy bears] away."
The Calvin Klein X Underwear collection will hit stores in April 2010, at the same time that the print ads will roll out in April issues of magazines and outdoor billboards will pop up in North and South America, Europe and Asia.
The video ads, which are perhaps too racy for the U.S., will play on MTV in Spain, Italy and the U.K.
What do you think of the new Calvin ads: appropriately brash or distasteful? Let us know in a comment below.
And keep clicking to see more of CK's signature attention-grabbing campaigns.