Calvin Klein’s Defy Commercial
A new ad campaign from Calvin Klein is about more than just fashion, it’s also about breaking down boundaries. Featuring a diverse cast, this ad aims to challenge outdated beauty ideals and encourage self-expression.
Scottish actor Richard Madden stars in the brand’s Defy commercial, which features him wearing the label’s iconic jeans and white T-shirt. This is the first time that a major brand has used an actor for a fragrance campaign, and it’s something that’s sure to be well received.
The advert is set to the tune of Vince Staples’ song “Home,” and it’s a great way to get a sense of the spirit of Defy. It’s a bold, powerful campaign that reflects the spirit of the brand’s latest scent and is likely to inspire men everywhere to defy the status quo in their own lives.
With a strong focus on the body, Defy is a perfume that explores the duality of vulnerability and courage on the path to defiance. Crafted by Anne Flipo (Burberry, Coach, Giorgio Armani), Pascal Gaurin and Loc Dong of IFF, the evocative scent features fresh citrus top notes paired with woody notes. Bergamot and Lavender Absolute lead the way with vetiver oil responsibly sourced from Haiti adding a woody, earthy quality to the blend.
For the campaign, Richard Madden has filmed himself taking risks with his body. From jumping in water to climbing a building, the actor has embodied the spirit of Defy by challenging himself to be vulnerable and take risks while still staying true to his core values.
In the ad, Madden is seen wearing a pair of Calvin Klein jeans and a white T-shirt as he takes on a series of challenging tasks. The ad is accompanied by a powerful music video.
Defy is the brand’s first stand-alone men’s fragrance in almost 10 years, following 2012’s Encounter. Designed to appeal to millennial males, the fragrance has been crafted with the help of perfumers Anne Flipo, Pascal Gaurin and Loc Dong.
According to a press release from Calvin Klein, the fragrance embraces a ‘journey of defiance, while exploring authentic truths and the contrasts within.’
Calvin Klein Defy is available in 30, 50, 100 and 200 ml Eau de Toilette. The asymmetrical glass bottle is carved with curved rounded edges and sharp linear lines, bringing the idea of vulnerability and courage to life. The cap and carton pay homage to the brand’s jeans with a matte textured blue denim inspired finish and silver branding.
With the rise of a slew of mental health issues, Calvin Klein is hoping to address them head-on with its first stand-alone men’s fragrance. The brand’s team spotted early signals that this generation is dealing with more complex emotional and psychological issues than previous generations.
Despite the challenges, the brand is hoping to create an inspiring fragrance that will inspire men to defy the status quo in life. The ad also features a popular actor, Dacre Montgomery, who has been featured in numerous Calvin Klein ads.