By  on May 20, 1994

NEW YORK -- Calvin Klein has a new advertising campaign for his Escape men's and women's fragrances. It will be the driving force behind an introduction of body products in the U.S. this fall and a 12-country rollout in Europe.

The print and TV campaign sharply contrasts with Klein's 1991 effort, in which a couple are portrayed indulging in the more upscale getaway pursuits of sailing, horseback riding and water skiing.

In the new version, a couple has gone native by heading to an intimate retreat on a rustic island off the coast of Panama. The sparkling sailboat of three years ago has been traded in for a well-weathered, rough-hewn canoe.

Neil Kraft, senior vice president and creative director of advertising at Klein's CRK in-house agency, said the designer tried to portray more of a spiritual sense of escape in the new version. The original ads, Kraft said, were "less spiritual and more material."

The TV spots and print ads, which were photographed by Mario Sorrenti, will begin appearing this summer.

Print ads with scented strips will appear in July issues of national magazines in the U.S. and Canada. They will run in the United Kingdom in August and in Europe in September.

The first TV flights will be broadcast in the U.S. in July, followed by Canada, the U.K. and Continental Europe in December.

Executives at Calvin Klein Cosmetics, the designer's licensee, said this is the first time the cosmetics company has rolled out a global ad campaign.

The markets on the Continent are Sweden, Denmark, Norway, Finland, Italy, Spain, Holland, Portugal, Germany, Greece, Austria and Switzerland.

Klein executives declined comment on budgets and sales projections, but sources estimate that the cosmetics firm will spend more than $9 million this year on TV advertising in the U.S., Canada and Europe.

The bill for print advertising, including scented strips, is expected to hit $18 million in the U.S. and Canada, $6 million in Europe and another $1 million in markets scattered across Latin America, the Mideast and the Far East.

In the U.S., the campaign will support the launch of the Escape for Men Body Collection, which follows last fall's launch of the men's fragrance of the same name.

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