Calvin Klein has signed up British rocker Jamie Burke to spearhead its “ck one we are one” worldwide campaign.

Burke, 22, is said to have emerged as the front man of the campaign for ck one owing to his striking looks and natural rock star persona, as well as having been cast in the 2007 Calvin Klein Jeans campaigns. He will also be performing and producing the campaign’s original song.

“The ck one ‘we are one’ campaign is inspired by a social movement of people coming together in the spirit of unity, connecting a diverse range of ages, races, genders, and cultures,” says Catherine Walsh, Sr VP of American Fragrances, Coty Prestige. “The heart of the campaign is a powerful original song, which reminds us of the common language of music.”

The ads were shot on location at the Big Sky Ranch in Simi Valley, California and feature a cast of 27 men, women, and children from all over the world — all led by Burke. The TV campaign is shot as a free-spirited display of togetherness among the cast clad in T-shirts and jeans.

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