Since Calvin Klein's controversial billboards are often met with requests for censorship, the company decided to censor itself for Calvin Klein Jeans's Fall 2010 campaign.

Using QR technology for the first time, Calvin Klein's billboards in New York City (on Houston and Lafayette streets as well as West 20th Street and Tenth Avenue) and in Los Angeles (on Sunset Boulevard and Havenhurst Drive) will feature red and white ads containing codes that can be read with one's cell phone to unlock the racy content, which, in this case, is a 40-second, uncensored Fall 2010 Calvin Klein Jeans X commercial featuring (relatively) busty model Lara Stone and a quartet of male models.

The QR code can only be scanned by viewers at street level, but once unlocked, the campaign, which was photographed in black and white by Mert Alas and Marcus Piggott, can be shared on Facebook and Twitter.

While the QR billboards will only be up until July 15, style seekers can visit calvinkleinjeans.com the next day and see the company's newest product, the slim and streamlined Calvin Klein Jeans X, in motion.

And see what former Calvin Klein Jeans model Eva Mendes has to say about those sultry CK shoots.