Successful brand campaigns are strategic initiatives that not only effectively communicate a brand’s message but also leave a lasting impact on the target audience. When picking a brand ambassador, it is crucial for the brand to identify personalities who are relevant in the industry currently and who will bring eyeballs to their product. That’s exactly the strategy Calvin Klein employed for their new spring 2024 campaign.

The Bear‘s Jeremy Allen White is the star of Calvin Klein‘s new campaign, which debuted last week and set the internet on fire. Renowned photographer Mert Alas snapped shots of the native New Yorker that showcase the brand’s latest underwear styles and the iconic cityscape. White’s first campaign and ripped physique took the fans by surprise. And of course his CK boxer briefs. 

The 32-year-old actor clocked 11 seasons on the beloved dark comedy Shameless before his role as Chef Carmen Berzatto on The Bear made him one of the most sought-after actors in the industry. The unexpected opportunity landed at the exact right time for White and Calvin Klein too. He had built up a rock-solid fitness base after filming The Iron Claw the previous winter and slimmed back down considerably after bulking up to play wrestler Kerry Von Erich.  

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It’s no surprise that the series of pictures dropped by Calvin Klein showcasing a stripped down Jeremy Allen White garnered hundreds of thirst comments. Fans have been drooling and obsessing over his look…and well, we get it. An Instagram user commented on his post saying, “Seasonal depression is cured.” Another wrote, “Broke the entire internet. If this is what the rest of 2024 looks like! We are all saved!”

CK’s formula of “hunky celebrity guy du jour brooding in tiny whities” has been turning heads for decades. But what made this campaign with White an even bigger success?

The Golden Globe Win

The Bear star Jeremy Allen White whipped up a second straight win for Best Actor in a Television Comedy in the second season of the show at the 2024 Golden Globes. “I love this show,” White said from the podium, thanking his team on the kitchen-centric FX/Hulu hit. “I love you guys so much. I must have done something right in this life to be in your company.”

Last year, White took home the Globe in the category for his work as Chef Carmy on the first season of The Bear. He is also nominated at the 75th Primetime Emmys, and won the SAG Award for ‘Outstanding Performance by a Male Actor in a Comedy Series‘ last year.

Jeremy Allen White Golden Globes 2024 winner The Bear S2 Best Actor in a Television Comedy Calvin Klein

The CK Campaign Meets The Golden Globes Red Carpet

The eye-grabbing Calvin Klein campaign was launched 2 days before the Golden Globes 2024 ceremony where Jeffery Allen White’s show and he were expected to sweep awards. And that they did. So, naturally everyone at the awards were talking about White’s underwear ads and toned abs. On the red carpet on Sunday, White could not escape the questions about his buzzy campaign and seemed a little uncomfortable with all the attention.

It is bizarre doing a Calvin Klein ad and now even more bizarre having it come out,” he told reporters backstage. In an interview with Extra, the cast of “The Bear,” including White, were shown a giant poster of him in his Calvins. “What went through your mind when you all saw this?” Extra’s Melvin Robert asked the group. “My god,” White said in a seemingly shy response. Robert further asked the cast members to say two words about the sexy ads and who first called White after seeing them.

This is definitely the most spoken about marketing campaign globally in recent times. No matter which country you are in, and no matter if you’ve seen his show or not, everyone has an opinion about the campaign from a marketing POV or a fan’s perspective.