As men across the US get ready for the Sunday's Super Bowl showdown, they will be faced with a half-naked male model's chiseled abs and bulging biceps - all thanks to Calvin Klein.
The brand will run its first-ever Super Bowl commercial, a provocative 30-second ad featuring model Matthew Terry flexing his muscles, while wearing nothing but a pair of Calvin Klein briefs, the Daily Mail reported.
According to WWD, for those who want to advert their eyes, or forfeit their bathroom break until the second half, the ad will run at the end of the first quarter.
To introduce Calvin Klein Concept, the latest product from Calvin Klein Underwear, the rotating advertisement aims to depict the 360-degree "seamless technology construction" of the new underwear line.
Tom Murry, president and chief executive of Calvin Klein Inc., said: "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 US."
For those who miss the ad on game day, Calvin Klein's Facebook, Twitter, Tumblr and YouTube will be transformed with the new "man versus machine" themed campaign. (ANI)