Thursday, March 08, 2007

It's spring and the smell of nerds is in the air.

posted under , , , , , , by Bloody Bonnie |
In The New York Times today, there was an article about the newest ad campaign by Calvin Klein. The campaign, to be released next month, is for the latest line in the CK scent collection: in2u. in2u is billed as the CK One of the new millennium. The marketers at CK are attempting to latch themselves to the 20-something consumer base, the “millennials”. Their media materials feature such hip slogans such as “She likes how he blogs, her texts turn him on. It’s intense. For right now.” These ads are aimed at a generation that CK describes as “technosexual”. In fact, last year CK actually got a trademark for the term “technosexual”. They believe “it could become a buzzword for marketing to millennials”.

Now, never mind the fact that the name “in2u” evokes the image of a pedophile trying to lure some middle school girl in a chat room to meet him for dinner. This form of 1337 5p34k is typically indicative of a lower-level-life-form trolling to “pwn” various “n00bs”. (My parents who read this blog just said “huh?”). The strangest part of this new ad campaign at CK is the term “technosexual”. What does that even mean? Someone who gets turned on by dual processors? A person who likes to have sex with robots? Will technosexuals be fighting for equal marriage rights in the near future?

You gotta to hand it to Calvin Klein; they certainly have created an air of intrigue with this new product.

I am also very intrigued by the scent itself. How on earth did CK manage to bottle the smell of nerds? It must have taken them years to come up with just the right blend of soldering iron, canned air and orthopedic inserts.

Now, there haven’t been any images of the ads for this product released yet. But, based on their previous ad campaigns, I have rendered my predictions on what the ads will look like:

old Calvin Klein ad

Ad for CK's new in2u for Men

in2u for Women

Now that, my friends, is hott.

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