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Sext sells: Calvin Klein's new ads target the Tinder generation

When it comes to sexy advertising, Calvin Klein leads the fashion pack — but are these the brand raciest ads yet?
/ Source: TODAY

When it comes to sexy advertising, Calvin Klein leads the fashion pack — but the brand might have just launched its most scandalous ads yet.

The theme of the fall 2015 jeans campaign is sexting, and suggestive messages are featured alongside the young models hooking up in the ads, shot by famed fashion photographer Mario Sorrenti.

The campaign was "inspired by thousands of real matches, texts and encounters," the company wrote on Instagram.

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"I talk to strangers," says a 21-year-old New York City woman named Kelly in one of the campaign videos. "I meet a lot of strangers. There's always going to be someone that you can just immediately hook up with and maybe develop feelings or something. That's always an option."

The campaign's tagline is "raw texts, real stories," and it explores how millennials meet and get to know potential hookups, and how they talk about these relationships through texts. But be warned, some of the topics are NSFW — like threesomes.

"A light threesome never hurt anyone," reads a message in one ad.

The point is to get people talking, Melisa Goldie, Calvin Klein's chief marketing officer, told Women's Wear Daily.

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"Our past campaigns have been more image-driven and this one was about starting a conversation through provocation," Goldie said.

The campaign is mostly digital and features an upcoming partnership with Tinder, WWD reported.

Calvin Klein appears to be targeting a younger generation with its latest campaigns: the brand recently featured a shirtless Justin Bieber in his underwear, and Kendall Jenner posed topless for another ad.