Well, that didn’t take long. Away, the popular luggage company, has taken a playful and creative approach to social media by spoofing The Bear’s Jeremy Allen White’s recent Calvin Klein underwear campaign.
In a series of black-and-white photos posted over the weekend on Instagram, the New York-based company showcased its signature Bigger Carry-On model adorned with oversized CK briefs, mimicking White’s iconic poses against the Manhattan skyline.
White’s Calvin Klein campaign, featuring the Golden Globe-winning star of The Bear in various poses against city backdrops, had garnered significant attention when unveiled by CK. In a clever response, Away decided to turn its suitcases into unexpected fashion stars.
The parody images, first reported by Tim Nudd at AdAge, imitate photographer Mert Alas’s shots of White, not only added a humorous twist but also showcased the brand’s ability to stay agile and responsive on social media. The caption on Instagram humorously nodded to White’s role in The Bear with a cheeky “Yes, chef.” Look below:
Alice Chen, Away’s director of social media and community, highlighted the brand’s proactive and fast-paced approach. She mentioned that what began as a humorous idea during a creative meeting quickly turned into action, reflecting the team’s bias for rapid decision-making and experimentation.
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The challenge for the Away team was not only to capture the essence of the Calvin Klein spoof but also to find briefs that fit the luggage. After hustling around New York City to find suitable underwear, they eventually overnighted XXL boxers. The photos were then shot on a New York City rooftop, mirroring the same skyline featured in the original Calvin Klein shoot.
Chen emphasized the importance of speed and cultural relevance in executing such reactive social media posts. The project, from idea to execution, took less than 24 hours, showcasing Away’s commitment to engaging in real-time cultural conversations with its audience.
“Our platforms are a way for us to express our brand identity, showcase our personality, and have fun. There is a really delicate balance between planning content in advance and leaving room to read and react to a trend or cultural moment,” Chen told AdAge, underlining the brand’s strategy to maintain a two-way conversation with its community.
The creative and humorous response has resonated well with Instagram users, amassing nearly 14,000 likes within a short span, surpassing the engagement of the brand’s other posts shared during the same period. Away’s ability to blend creativity, cultural relevance, and rapid execution showcases a dynamic and effective social media strategy.
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