by Chris Bodenner
Lauren Indvik explains:
Passersby can use their smartphones to snap a picture, which will pull up an exclusive, 40-second commercial featuring models Lara Stone, “A.J.,” Sid Ellisdon, Grayson Vaughan and Eric Anderson. After the spot plays, viewers can then share the code with their Facebook and Twitter networks. The billboard marks the official premiere of Calvin Klein Jeans’s Fall 2010 advertising campaign.