Hollywood star Jake Gyllenhaal is a father in a new video and print role for Eternity Calvin Klein fragrance.
As the perfume collection’s new face Gyllenhaal stars in a black and white film by Emmy Award-winning director Cary Fukunaga and in a complementary print campaign photographed by Willy Vanderperre.
Gyllenhaal, star of Brokeback Mountain, Nightcrawler and Everest among many other movies, stars alongside model and advocate Liya Kebede and four-year-old actress Leila, portraying both a father, and a partner to mother Kebede.
Chief creative officer with Calvin Klein, Raf Simons, said the brand wanted to look at what Eternity Calvin Klein means today: “The emotion and the beauty of passing on knowledge; a commitment to the future; and the timelessness of love.”
The focus of the campaign’s story is imparting knowledge and love to their child, who serves as both a linking emotional thread and a fundamental idea of the future, as each parent recites and teaches the EE Cummings poem, including “I carry your heart with me…”
Conceived creatively in close collaboration with Gyllenhaal – who makes his advertising debut for the brand – the new Eternity Calvin Klein fragrance family is depicted as beautiful, timeless and yet “very much of today”. The new fragrance and campaign is a partnership between PVH Corp, which owns the fashion label, and Coty, which has the Calvin Klein fragrance rights.
Gyllenhaal says he is a great admirer of Calvin Klein, and especially Raf Simons’ work. “The history of Eternity Calvin Klein spans many generations, which is incredible, so when the brand approached me, I was excited to work with them to develop this beautiful concept and story.”
Cattaneo, CMO of Coty Luxury, says the new campaign positions the brand as more contemporary. “It tells the iconic yet relatable story of the eternal love found within a modern family.”