As Cotton Incorporated continues to advertise “the touch, the feel of cotton,” its new campaign has high-en...
As Cotton Incorporated continues to advertise “the touch, the feel of cotton,” its new campaign has high-end fashion touches, and the feel is of the moment. International recording artists Leona Lewis and Colbie Caillat apply their individual styles to the lyrics while living their lives in cotton apparel from globally-recognized designers. The two new commercials, created by DDB New York and styled by Anthony Franco, present a rich and colorful montage of the artists’ lives in cotton fashions by such well-known designers as Dries Van Noten, Marc Jacobs and Alexander McQueen.
Lewis and Caillat definitely do their part to position cotton as a “now” fabric choice. Aside from being within the company’s 18-34 female target demographic, both are stars on the rise. Two-time Grammy winner Colbie Caillat, who added original melody and lyrics to the classic commercial, is one of the hottest stars in the pop genre. The multi platinum singer songwriter kicks off a tour with Sheryl Crow in June and will appear on several of the Lilith concert dates. Three-time Grammy nominee and multi-platinum recording artist Leona Lewis is not only the first female solo artist to top the British Hot 100 in over two decades, she is also the first United Kingdom artist to record the familiar cotton theme. While each brings a unique voice to cotton, both radiate an infectious and appealing energy. The aspirational aspects of cotton apparel are deftly delivered in a series of dazzling designs that fit the forms and the lives of the two vocalists.
The memorable “the touch, the feel of cotton” music, was brought back in 2009 featuring three vocalists: Jazmine Sullivan, Miranda Lambert and Zooey Deschanel. The new commercials continue the strategy of conveying messages of comfort and fashion to a target audience of women age 18-34. The commercials will air on national and cable rotation beginning April 12, 2010 as :30 and :15 spots, and will be enriched by extended versions of the songs and other related components on TheFabricOfMyLife****.