"The Fabric of Our Lives" Gets a Reprise

By Jim.Robinson|May 11, 2009

For two generations ‚”The touch, the feel of cotton” are the lyrics that have linked consumers to cotton. Cotton Incorporated has revived that memorable song with three new commercials that feature young vocalists: Miranda Lambert, Zooey Deschanel and Jazmine Sullivan. The commercials, created by DDB Group of New York, began airing in early April as a part of a marketing strategy that also includes print, Internet and event marking components.

The new commercials present a day-in-the-life montage of the vocalist’s lives, paired with each artist’s unique interpretations of the celebrated tune. Two-time Grammy nominee and recipient of the Academy of Country Music’s Album of the Year winner Miranda Lambert delivers a country twist to the melody; five-time Grammy-nominated Jazmine Sullivan lends her rhythm-and-blues style to the song, and actress/singer Zooey Deschanel provides a retro pop sensibility with her take on the tune.

The new commercials illustrate the versatility of cotton by showing how it fits into the lives and wardrobe styles of these three very different artists, whether they are walking the red carpet or simply engaging in their favorite everyday activities.

People of all ages fondly remember the “cotton song,” says Ric Hendee, Vice President of Consumer Marketing at Cotton Incorporated. “With these new renditions, cotton gains a stylish youthful energy which will help demonstrate that cotton is in the full range of today’s fashion.”

“This is the right message at the right time,” says Glenn Sciachitano, Director of Consumer Advertising at Cotton Incorporated. “Since 2001, the company’s advertising has stressed the fashionability, versatility and easy care benefits of cotton. The new campaign retains that fresh, modern focus, while paying tribute to the brand’s rich heritage.”