The press release boasts; "First Live Billboard Launches in Times Square: Famous for Breaking New Ground in Advertising, Calvin Klein's ck one Fragrance Will Launch First-Ever Live Billboard in Times Square, NY July 19" and continues it's chest thumping with "Calvin Klein first took over Times Square and set the world abuzz in 1992 with a giant billboard featuring underwear-clad Mark Wahlberg." Gak. Didn't care then, don't care now.
The Flickr streams are Getting images of of it, and the punters crane their necks in NYC to see the dancing models who are in the billboard and embarrassingly bump & grind to a beat, while NYC dwellers like Scaramouch state dryly; "Never have I wanted to wear anything by Calvin Klein less in my life"
The billboard is a bottle. With dancers in it. Shucks, wow. And it's a first, (In Times Square at least). CK darling, don't hope for any Cannes awards, you need to be as relevant and original as the Adidas "Impossible sprint" with your human-billboard stunts. Score -1 lame. Would be just a 0 if they hadn't yelled "first ever" so often in the release.