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.
“Colbie and Leona are both incredibly talented artists who are certain to resonate with our target audience,” states Glenn Sciachitano, Director, Advertising, Cotton Incorporated. “Their unique interpretations of the classic song are central to the strategy, which is to keep cotton fashion current and aspirational in the minds of young women.”
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.
“This new work builds on the tremendous equity of the ‘Cotton’ campaign,” said Peter Hempel, President and CEO, DDB New York. “These talented artists resonate with and inspire our female consumer, as they showcase just how contemporary and relevant cotton is as a fashion choice.”
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.com.
About Leona Lewis
Global superstar, multi-platinum recording artist, and three time Grammy Award nominee Leona Lewis, recently released her new album ECHO and sang the Golden Globe nominated song "I See You" (Theme from Avatar). Leona’s debut album Spirit, sold over 6 million copies and broke multiple first-ever records - it entered the UK charts at #1 and became the U.K.’s fastest-selling debut of all time. In the U.S., Spirit debuted at #1 on the Billboard chart, marking the first time in music history that any album by a British female artist has entered Billboard’s Top 200 album chart at #1, as well as the first time any British artist, male or female, has claimed the top spot with a debut album. Spirit features her #1 worldwide massive hit single "Bleeding Love" which was the best selling single of 2008 and awarded Leona the honor of being the first British female solo artist to top the Hot 100 in more than 21 years.
About Colbie Caillat
Colbie Caillat is an American singer-songwriter and guitarist from Malibu, California. She was one of the first artists to emerge from the social networking culture and more than 39 million fans have visited her page on myspace.com. Her multi platinum selling debut Coco (2007) included hit singles “Bubbly”, “Realize”, and “The Little Things”. In August 2009, Colbie released her second album, Breakthrough, which debuted at #1 on the Billboard album charts. In December 2009, Caillat received three Grammy nominations, including Best Pop Vocal Album for Breakthrough. She was also nominated for Best Pop Collaboration for her background vocals and writing on Taylor Swift’s Breathe. She won two Grammys, one for the song “Lucky” which she wrote and recorded with Jason Mraz and one as a writer and singer on Taylor Swift’s Fearless. Caillat has appeared on numerous top television shows from Dancing With the Stars and Ellen to the People’s Choice Awards and The Today Show.
About DDB New York
DDB Worldwide Communications Group Inc.(www.ddb.com) is the largest consolidated advertising and marketing services global network in the world, according to Advertising Age. DDB also has been frequently ranked as the most awarded agency network in the world by Creativity magazine and The Gunn Report, among others. In 2009 DDB was named Global Network of the Year by Campaign magazine and Tribal DDB Digital Agency of the Year by Media. With more than 200 offices in over 90 countries, the DDB Group believes that creativity is the most powerful force in business, building enduring and powerful brand experiences that create TalkValue™, influence social communities and drive results. DDB Worldwide is part of Omnicom Group Inc. (NYSE: OMC).
About Cotton Incorporated
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.