Jeremy Allen for Calvin Klein

Source: CNN (in a scene from new commercial video)

It’s been quite the week for Jeremy Allen … winning for the second time a Golden Globe for his lead role in the hit tv streaming series “The Bear.”

(LOVE that show, BTW, such a great lesson is business and leadership IMHO)

Just days prior to the ceremony, Jeremy was also the lead in a new Calvin Klein (underwear) spot.

BTW, no coincidence that Jeremy also wore Calvin Klein to the ceremony Sunday night.

Source: The Hollywood Reporter at The Golden Globes

Also BTW, an interesting musical choice for the new fashion spot. Part timely, part nostalgic, part erotic (which I believe is all on point for the commercial). It’s “You Don’t Own Me” from Lesley Gore in the 1960’s. Folks have said it’s all about “owning your thirst.” That seems consistent with the spirit of the spot!

As you can imagine, folks are all over the spectrum on this one. Some love it, some hate it, some say it’s all just a ploy. Well, first of all this is marketing so of course it’s a ploy. A smart one. The brand is reviving its image and Jeremy is living up his newly found stardom.

I for one love it. Why? THIS IS Calvin Klein (underwear). THIS IS the brand. It’s not a newly formed ploy, but one that the brand has owned for decades. Remember Marky Mark? Here’s a look at the look that IS Calvin Klein (underwear) …

So yes, I for one love it because I love when a brand owns what it can indeed own. This is Calvin Klein (underwear) owning it. And Jeremy Allen owning his moment too, even though he says he’s caught off guard by all of the attention. That’s part of the ploy too, I suppose.

Well played across the board and impeccable timing.

What can your brand own? What’s your experience? JIM