New music video from The xx doubles as Calvin Klein ad

04.07.2017 Advertising : Fashion : Media
I Dare You music video by The xx by Raf Simons and Alasdair McLellan

Global – At almost seven minutes long, the short film features the brand’s products and models.

The film was created by Raf Simons, the Calvin Klein's chief creative officer in collaboration with photographer and film-maker Alasdair McLellan, who has previously directed several of the band’s videos.

Although product placement and brand-sponsored music videos has been common for a while, it is the scale of the film that makes it noteworthy. Millie Bobby Brown and Ashton Sanders, who feature in the film, are both celebrities who have appeared in the brand’s previous campaigns, as well as models Lulu Tenney and Ernesto Cervantes. Similarly, the video features Paris Jackson, who has recently been named as the new face of Calvin Klein.

Overall, the campaign goes beyond simple product placement to a stylised, long-format embodiment of the entire Calvin Klein universe.

The Big Picture

  • As we noted in The Focus Filter macrotrend, brands are working with creatives outside of their industry to produce rich, longer content
  • FKA Twigs’ recent collaboration with Nike is an example of this, and showed a music video that managed to blend her performance with the Nike brand
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