Calvin Klein to Air Provocative Men's Underwear Commercial During the Super Bowl (Video)

This marks the brand's first entry into the competitive -- and very expensive -- Super Bowl ad arena.

Calvin Klein will add some major sizzle to the 2013 Super Bowl on Sunday. For the first time in the fashion company’s history, it will run a TV commercial during the most watched sports event in the U.S.

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And like all Calvin Klein ads since 1980's Brooke Shields commercial, this one will grab attention. The ad promotes Calvin Klein Concept, a new underwear line. Worn by model Matthew Terry,  the underwear is constructed with something called "360 degree seamless" technology, which inspired the ad's futuristic theme. 

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“This is a significant milestone, and, as an iconic American designer brand, [we] are extremely proud to be able to debut the latest Calvin Klein Underwear campaign during the Super Bowl -- the most watched television event annually in the U.S.,” says Tom Murry, president and chief executive of Calvin Klein, Inc.

On Sunday, all of Calvin Klein’s social media platforms -- Facebook, Twitter, Tumblr and YouTube -- will feature the commercial. It also will be included in Twitter’s #adscrimmage and YouTube’s Ad Blitz contests to vie for the best Super Bowl commercial as determined by fans' votes.

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After the Super Bowl, the spots will be aired on CBS and ESPN. Additional TV spots will hit Europe, Asia and Mexico in the spring. The ads also will run in GQ, Esquire and Men’s Health.