Needless to say, Calvin Klein and whatever governing body oversees the content of billboards have never met eye to eye. So for fall, the Calvin Klein Jeans campaign goes behind closed doors, so to speak.
Here’s how it works. On various billboards in New York (Houston & Lafayette, West 20th & Tenth Ave) and Los Angeles (Sunset Boulevard & Havenhurst Drive), instead of gazing upon lithe models with jeans and tees draped provocatively off their bodies, you see what looks like bar code, or red squares. But it’s actually QR technology that you scan with your cell phone (after downloading a QR reader app—they’re free) to unlock a very uncensored, black-and-white, 40-second commercial of Lara Stone involved in a fivesome with male models, photographed by Mert Alas and Marcus Piggott. It’s almost as NC-17 as you could want, and very much out of the hands of censors.
Sunday, July 18, is the last day to scan and gawk, after which an R-rated version will go up at Calvinkleinjeans.com.