Hasta La Creative!

Building on last week’s digital-dating print campaign, Calvin Klein is taking its #mycalvins play for the Tinder and Grindr generation into the live action realm.

A new spot overlays sexts onto the fashion category’s usual moody writhing — the brand claims the dialogue is based on “actual events and people,” which is easy to believe, given it includes lines like “come ovr”. (Gotta say, that kind of creative license has never gotten a writer off.)

Like the billboards, Mother New York created the spot, featuring international faces like Grace Hartzel, Ethan James Green, Aya Jones, Julia Van Os, Piero Mendez, and more. And while it’s easy to dismiss as merely tortured or sexually provocative, it does deserve credit for its recognition of diversity in many forms: It is hetero, gay, ethnically mixed and sexually open.

But it’s maybe most notable for how it masterfully illustrates the listlessness of a generation ruled by swipes, right or left. Even in sexual intimacy, these people don’t so much connect as graze, and the tyranny of a small text can result in either the happy arrival of a third partner, or a precipitated gathering-of-belongings before wandering off to the next hook-up. This is best exemplified by the conversation that concludes the piece.

“Why do we even do this?” an angsty male voice says into the ether.

“Because it’s fun, and you love it,” replies a woman whose aggressive tone suggests this isn’t actually about loving anything — it’s mainly about diversions.

Mother New York introduces Anheuser-Busch InBev’s new Oculto, a lager 6 percent ABV lager aged in tequila barrels, with a 30-second online spot.

The ad, directed by Prettybird’s Melina Matsoukas aims to give the beer an air of mystery. It opens on a masked woman turning around to place a mask on someone behind her, shot in first-person to give the impression that she’s placing it on the viewer. She opens a curtain to reveal a sort of strange costume party, where everyone holds up their Occulto for the camera to see. Text reading “Put on the mask” appears onscreen, followed by a long close-up of the beer and “Let the secrets begin.”

The new brand, which made its debut last month, will see further marketing efforts including print, social media and outdoor, with a focus on the Miami market. Harris Rabin, vice president of global marketing on new brands at A-B InBev, told Adweek the brand is targeting “21- to 34-year-olds who are ambitious, free-sprited and ‘love the idea of a mashup.’”

It’s interesting to note that while A-B InBev’s marketing for its flagship brand Budweiser continues to troll hipsters and mock microbreweries (even while A-B InBev buys as many of these breweries as it can get its hands on), its latest brand borrows from the craft beer trend of barrel aging.

Burger King is officially conducting a global ad review after performing a bit of a two-step in recent months.

On splitting with Crispin Porter & Bogusky in 2011, the company moved on from its infamous “king” spots to work with CHI & Partners in the UK and Mother New York in the US. Earlier this year, company leaders hinted at changes in the UK after beginning and then cancelling an agency review; global now seems to be the answer.

Where will the brand go? CHI & Partners’ “We wish Burger King well as they make more global marketing arrangements” statement doesn’t sound particularly confident.

We will note, based on this recent New Zealand campaign from Colenso BBDO, that BK has not lost its desire to be weird.

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