Bad Bunny has become the latest it-boy to model for a Calvin Klein underwear campaign. To do justice to the honor of the office, Bad Bunny got into his “best shape,” and we were not ready.
Ever since Mark Wahlberg’s iconic 1992 ad, the CK underwear campaign has functioned as an induction for male celebrities into immortal thirstdom—from Jeremy Pope to Jeremy Allen White. This week, Bad Bunny became the latest internet boyfriend to step into those oh-so-tight briefs.
“This has been in the works for some time now, seeing it finally come to life has been gratifying,” Bad Bunny said in a press release. “I’m excited and grateful for the opportunity to be part of this brand’s iconic campaign, and getting to shoot it in Puerto Rico made it that much more special and genuine.”
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“Not being able to find something in a Home Depot and getting lost even after you ask an employee for help” was Allen’s first example.
In a profile with GQ, Bad Bunny went into more detail on the rigorous preparation he underwent. “I had a whole routine focused on my physique and getting into the best shape for this campaign,” he said. “I was eating super clean and training as much as possible.”
And the minute the campaign was done, he was out the door and double fisting croquetas. “All I could think about once we wrapped the campaign was eating everything on the menu at Lala,” he said. “But what I was craving the most were the Manchego croquetas and the crispy tuna rice.”
The campaign officially dropped on Monday, and it has led with a video featuring a track from Bad Bunny’s latest album, “EoO.” As Bad Bunny explained, he often uses his music to incorporate Puerto Rican culture into everything he does.
“The easiest and most impactful way for me to put my signature on any project is always through music,” he said. “I truly believe that the best way to make an impact is by being genuine, authentic, and the best version of yourself—that’s exactly what my latest album is all about.”
Bad Bunny is finding himself with no shortage of major platforms recently, having given a show-stopping performance at SNL50. As with the CK campaign, it all came down to culture.
“I just stuck with what we’ve been highlighting since the beginning of the year: my culture [and] Puerto Rican music,” he recalled. “It felt like the perfect stage to introduce Los Sobrinos to the world and highlight Puerto Rican talent.”
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