• by Richard Whitman , Columnist, July 12, 2015

I'm back! Did you miss me? Did you even notice I was gone? That Mediapsssst had taken a much needed two week break? Yeah, I know. You didn't even notice. I mean who would with an internet full of Upworthy, Clickhole and Buzzfeed clickbait headlines screaming at you every day.

Suffice to say, even though you don't care, I had a great break! In fact, I'm still on it but I'll be working through the rest of it because I know each and every one of you simply cannot live without your daily dose of the world famous Richard Whitman Mediapsssst column.

Anyway...

In super important agency news, Calvin Klein's in-house shop is out with a new campaign they have dubbed "The Original Sexy." Like, what does that even mean? The original sexy as in the first time an ape pushed aside some leg hair to reveal a little bit of skin? When Phoebe Cates emerged from the pool and Judge Rheinhold lost it in the bathroom? When Brooke Shields donned her Calvins and proclaimed, "You want to know what comes between me and my Calvins? Nothing"?

Well, according to Calvin Klein Chief Marketing Officer Melisa Goldie, “Calvin Klein originated sexy and we’re going to reclaim, re-imagine and re-image it. We’re bringing together a powerful mix of women from all over the world to celebrate our heritage as a leader in the intimates category.”

Oh, OK. I get it. So the brand is going to reclaim, re-imagine and re-image something and miraculously turn it into an original? The last time I knew, anytime you put "re-" in front of a word, it's kind of like saying re-do and re-do is pretty much the furthest thing from original that I can think of.

Am I right or did I have too many gin and tonics while on vacation ?