Steven Klein
Nakisha Williams
January 31, 2013 AT 05:09 PM EST

Calvin Klein is adding a little sex appeal to this Sunday’s big game with its first-ever Super Bowl commercial.

The high-profile television spot — which will introduce sports fans to the new Calvin Klein Concept underwear line — was conceived and directed by fashion photographer Fabien Baron, who contributed to Madonna’s Sex book in 1992and filmed her dominatrix themed video for “Erotica” later the same year.

The Super Bowl spot stars model Matthew Terry, showing off the fashion brand’s “you-don’t-even-know-you’re-wearing-underwear” seamless skivvies for men — not to mention his rock hard abs and rippling muscles.

Watch a teaser of the steamy commercial below, and keep your eyes peeled for the full-length ad towards the end of the first quarter of Super Bowl XLVII on Sunday, February 3. 

The new Calvin Klein Concept underwear line is currently available for purchase in the U.S. on

Follow Nakisha on Twitter: @Nakisha.

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