Total Exposure

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The secret’s out – a billboard advertising Calvin Klein Fragrances’ new Secret Obsession scent and featuring actress Eva Mendes naked has been exposed in Times Square (if you haven’t seen it yet, the traffic-stopping image is located at the intersection of 47th St. and Broadway – just look for the gawking admirers.) The ad’s unveiling sheds light on the brand’s reinvention of its Obsession fragrance, and was kept under wraps until time to celebrate the 40th anniversary of Calvin Klein and New York Fashion Week, Coty Inc. says.

U.S. networks recently banned a Secret Obsession commercial starring Mendes, citing that it was too controversial, the company says. It’s no secret that the Obsession advertising campaigns have been known to push boundaries, beginning more than 20 years ago, when the fragrance defined Calvin Klein as a brand. The tactic must be working – we’re obsessed.

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