Hasta La Creative!

Frank Ocean. Singer, songwriter, magazine editor, underwear model.

And now, perhaps, novelist.

While fans lose their minds over whether the mysterious R&B singer’s long-anticipated second album might, possibly, just maybe be released in July, he is providing a peek into his relationship with music, boxer briefs—and more subtly, long-form fiction writing—in a new Calvin Klein campaign.

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While every other brand has begun talking emoji, Calvin Klein is embracing a racier kind of virtual-speak—sexting—in its latest #mycalvins ad campaign.

A handful of new ads from Mother New York, shot by Mario Sorrenti, feature sultry photos overlaid with text-message conversations, about things like threesomes, nude photos and cheating on one’s partner. The tagline is: “Raw texts, real stories,” and fine print says the chats are “inspired by actual events and people.”

CK’s CMO, Melisa Goldie, tells WWD it’s all about embracing how people communicate today and attracting the target market with “conversation through provocation.”

“We saw a behavior happening out there—and not just [with] the younger generation. It’s really dating via digital. It’s authentic and true to how this consumer communicates,” she says. “We’re highlighting the truth about dating—the meetup, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is.”

“Mother New York hung out with kids living in today’s world and heard stories from best hookups to steamiest sexts. Nothing was off limits,” says Michael Ian Kaye, Mother New York executive creative director. “The result is a campaign that broaches online dating, open relationships and complex sexuality, bringing to life the truths about modern love.”

The campaign will hit 27 markets and include large LED screens and street furniture in cities like Bangkok and São Paulo. Male models Reid Rohling and Ethan James Green are featured in one of the ads, which will be featured on the brand’s signature billboard on Houston Street in New York City beginning Aug. 3.

The campaign will also reach Tinder this fall. See the ads below.

Stop the presses. Justin Bieber is making a Justin Bieber face in ads for Calvin Klein, and people are losing their minds.

“Is he actually hot in these pictures?” some people are asking. “Will he ever be as hot as Marky Mark?” other people are wondering. “Can we please bring back David Beckham?” further people are begging (even though Beckham’s underwear pics were for H&M, because Beckham was too good for Calvin Klein).

In any event, these topics—surprise, bargaining, regret—are apparently the relevant considerations when weighing the cultural significance of Justin Bieber wearing C.K. jeans and underwear. (Dutch model Lara Stone also appears in the campaign, but most people seem more interested in Bieber.)

He, reportedly, has been teasing the idea that he might appear in C.K. ads for some time now—almost a year, which has only stoked the fires of frenzy among people looking for a chance to freak out over Justin Bieber taking off his shirt.

“This is so dumb, why are we even talking about this?” was the majority response—31 percent, or 13,200 votes—of a highly scientific BuzzFeed reader poll about the new ads, as measured at 11:24 p.m. on Tuesday night. “I, like, don’t hate it? ¯_(?)_/¯” was the runner up, with 20 percent. “No no no no” followed at 19 percent.

The photography—and/or Photoshopping—certainly has some aesthetic appeal, for people willing to embrace or at least overlook the fact that it’s Justin Bieber making a Justin Bieber face. On the other hand, Calvin Klein probably likes the fact that Justin Bieber’s face comes with 59 million Twitter followers, many of whom like Justin’s Bieber face, and might want to buy Calvin Klein jeans and underwear after looking at it.

So, all in all, it seems like a pretty good plan.

UPDATE, Jan. 10: Justin Bieber’s team insists the unretouched Calvin Klein photo below, showing a scrawnier, less well-endowed Bieber, is fake. The photo was posted to BreatheHeavy.com, but after getting a cease-and-desist letter, that site has now removed it and published a retraction. “Bieber denies the photo is real, and I respect that and will believe him,” the writer says.

See our original story below:

Well, it looks like Justin Bieber’s controversial Calvin Klein ads aren’t quite what they seem.

When Bieber’s ad campaign launched earlier this week, the Internet went wild over how chiseled (and fake) his body looked next to model Lara Stone. The pop star has apparently spent years preparing for the campaign, telling Women’s Wear Daily, “It’s always been a dream. Last spring, I posted a picture on Instagram in my underwear, using the #mycalvins tag. Thankfully the brand saw it and liked the reaction it was getting, and a relationship started from there.”

Website BreatheHeavy.com has now gotten its hands on an untouched campaign and uploaded it to Instagram.

As you can see, CK bulked up the pop star’s biceps, torso, chest and ahem—package—pretty significantly. Bieber’s head was also scaled down to fit the new buffed-up body. Yes, in this campaign, Justin Bieber has less of a big head.

BreatheHeavy.com’s photo came from a source who claims Bieber was a pain to shoot the spot with. “He was basically a douche,” the source told the pop music site. “He hit on Lara several times, and she had to stop him, basically calling him out on being just a child.”

While Photoshopping is nothing new to the fashion industry, it’s come under quite a bit of scrutiny lately. In August, Modcoth vowed to do away with the photo-retouching tactic when it signed the “Heroes Pledge for Advertisers” petition. And when American Eagle-owned Aerie decided to ditch Photoshopping last year, sales went up 9 percent.

David Fincher's Calvin Klein commercial starring Rooney Mara exists in a dreary, dreamless dimension beyond banality and cliché. It occupies a zone so soullessly stylized that "style" loses all meaning … a wasteland so unironic that irony screams for release, only to go unheard. This 60-second black-and-white spot introducing CK's Downtown fragrance plays like an unfunny parody of its putrid genre—yet it's very real, which makes irony scream all the more. In other words, it's like every other pretentious, faux-artsy perfume and fashion commercial. Maybe more so. Fincher previously directed Mara in The Girl With the Dragon Tattoo and The Social Network. "Runaway" by the Yeah Yeah Yeahs plays on the soundtrack. The ad features puppies, buses, rain, subways, earbuds and a press conference. A lot of stuff happens in slow motion. Mara cracks a smile, which The Huffington Post seems to think is a big deal. I'm not sold on the name of the perfume, either. How does downtown usually smell? In my experience, it stinks. Print ad below the video.