Calvin Klein aired its first-ever commercial during Super Bowl XLVII to introduce the new Calvin Klein Underwear Spring 2013 global advertising campaign. The high-profile television was aired during the big game broadcast on Sunday, February 3, 2013, in support of the launch of Calvin Klein Concept, the brand’s latest men’s offering.

The provocative commercial depicts model Matthew Terry as the iconic archetype in a modern “man versus machine” creative inspired by the 360º seamless technology construction of the new men’s Calvin Klein Concept line. Shot in New York City, the sexy campaign video was conceived and directed by consulting creative director Fabien Baron of Baron + Baron, working with Calvin Klein’s in-house global marketing and advertising agency.

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