Since the 2009 re-launch of The Fabric Of Our Lives campaign from Cotton Incorporated, television and Internet viewers have become accustomed to the signature closet-door framing device. The doors of the ninth commercial in the campaign open to reveal Hayden Panettiere as the latest face, form and voice to promote cotton’s role as a versatile textile fiber. The commercials will begin airing as thirty- and fifteen-second spots on television and select Internet outlets beginning April 15, 2013; and will be supported by digital assets linking consumers to a wide range of cotton fashion at a range of price points.
“For this commercial we wanted a celebrity with an all-American, girl-next-door quality,” says Ric Hendee, Senior Vice President of Consumer Marketing for Cotton Incorporated. “Hayden had the look and the country cross-over sound we were looking for.”
The criteria was strategic, building on the celebration of American style theme of the 2012 commercials that culminated in the second Cotton’s 24Hour Runway Show in South Beach, Miami this past March. “The commercial celebrates American style and American originals like country music, cotton denim, and, of course, U.S. cotton growers who are the number-one exporters of cotton to the global textile industry,” adds Hendee.
Supporting the commercials are a series of related digital assets on the campaign Web site, www.thefabricofourlives.com. There, visitors can explore Hayden’s Closet to learn more about her individual style, and to link directly to online retailers with comparable apparel at a range of price points. Within the Closet environment is a new feature underscoring cotton’s appropriateness for any occasion.
Ten occasion themed options ─such as Day To Night, At The Office, Outdoor, and Showstopper ─present ensemble options and link directly to retailers selling the items. Related to this is another new feature in which a Cotton Incorporated trend forecaster curates accessory options for the themed looks; again, directing the consumer to an online shopping venue.
“The campaign gets refreshed each year with new talent and new supporting assets that are designed to remind consumers cotton is the fabric of our lives,” concludes Hendee.
The commercial and related digital assets were conceived and executed by DDB New York, the agency of record for Cotton Incorporated.