Cotton Incorporated, the research and marketing company for cotton, continues its The Fabric of My Life® campaign with two new television spots featuring two new celebrities. Actress/ singer Emmy Rossum and actress Camilla Belle star in the campaign's tale of two cities, which showcases the versatility of cotton fashion inspired by U.S. trend capitals New York to Los Angeles, and influencing everywhere in-between. The two spots, produced by DDB New York, present a range of cotton apparel and feature the stars' interpretations of the familiar cotton song. The commercials premiere on April 9th , and will be supported by Web extensions and other digital assets.
"Cotton is everyone's hometown fabric," says Glenn Sciachitano, Director, Advertising, Cotton Incorporated, "and we are delighted to have two such beautiful and talented young women represent the distinctive styles of their hometowns, which influence fashion trends across the United States. The range of cotton fashions in the commercials shows that whether you dress East Coast, West Coast or anything in between, cotton fits."
The New York Tale features Emmy Rossum, native New Yorker and star of the hit Showtime® series "Shameless." Rossum exits a black tie event and catches the cab in a red cotton lace dress; rides the subway sporting a structured blue cotton jacket; hosts a dinner party in a black and white polka dot dress and records the track heard in the commercial wearing a textured boucle sweater. In a rich mezzo-soprano vocal, Rossum expresses the optimistic anything-can-happen-here attitude of New York.
The L.A. Story has a laid-back California vibe and is scored with sun-drenched rhythms that hint at actress Camilla Belle's Brazilian heritage. Belle is easy elegance as she walks through the lobby of the Chandler Pavilion wearing a yellow and white cotton dress, and while perfecting a tap routine – in a blue chambray dress with leggings! She picks up some fresh produce at an outdoor market wearing a tiered cotton skirt and lounges luxuriously in a hammock wearing a billowy botanical print dress.
Concurrent with the first broadcast on April 9th, a series of campaign-related digital assets will roll out on the cotton consumer Web site, www.TheFabricOfOurLives.com. These include a multimedia tour of Emmy Rossum's closet, which is categorized by occasions; a blog by Camilla Belle; behind-the-scenes footage and still images from the shoots; celebrity bios and interviews; and audio and lyric downloads of the new cotton songs.
"Cotton's versatility lends itself to style as well as to price tags," states Sciachitano. To illustrate this point, Emmy's digital closet gives visitors a chance to find cotton looks by occasion, then select a price range that fits their budget. The site then offers a series of selections that meet the criteria and links to e-commerce sites where the garments can be purchased. The digital closet also allows visitors to share images of the garments through social media.
Now entering its fourth year, The Fabric Of My Life advertising campaign has been supported by a multichannel media buy totaling approximately $65 million. A partial return on the investment is 50% recall score among the primary demographic (women 18-34), and 40% recall among the secondary demographic (women 35-54).
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. This is the complete article text. If you used the first paragraph for the callout you will need to also add it here for it to show on the article page.