This might be Reel Ad of the Month. Calvin Klein has never exactly been in the business of subtle seduction, and its new Spring 2026 campaign with Dakota Johnson knows that perfectly well.
Directed and photographed by Gordon von Steiner, the spot finds Johnson at home, off the clock and very much on brand, moving through a relaxed day in denim and underwear that feel designed to do one thing above all else: remind you that Calvin Klein still understands the power of sex appeal better than just about anybody. The formula is familiar, but when it is executed this well, familiar becomes a feature, not a flaw.
Johnson is the reason it lands as more than just another underwear ad. She brings a sly intelligence to the campaign, along with the kind of effortless sensuality that makes the whole thing feel playful rather than try-hard. She is sexy, yes, but never posed within an inch of her life. There is confidence here, a little mischief and just enough self-awareness to keep the campaign from disappearing into glossy fashion wallpaper. The camera knows exactly what it is looking at, and thankfully, so does the brand. Watch below:
That clarity is what makes the work click. Calvin Klein strips the idea down to its essentials: great body language, strong styling and a star who can sell a look with a glance. Whether Johnson is wearing the Archive High Rise Slim Jean, the Relaxed Trucker or the brand’s ultralight underwear, the campaign keeps its focus where it should be. This is less about product features and more about mood, attitude and fantasy. In other words, classic Calvin Klein territory.
The brand calls it a celebration of comfort, confidence, and living sexy on your own terms. Fair enough. But let’s not kid ourselves. The campaign is also just hot. Clean, controlled, high-gloss hot. And in a market crowded with overthought concepts and self-important creatives, something is refreshing about a brand that still knows when to dim the lights, turn up the charm, and let a beautiful movie star do the heavy lifting.
That is what makes it Reel Ad of the Week. Calvin Klein is not reinventing desire here. It is simply reminding everyone that it still wears it better than most.
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
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