DALLAS, Apr 12, 2009 / FW/ — Getting nostalgic for its Spring 2009 campaign, Cotton Incorporated brought back the song ‘The Fabric of My Life’ with Zooey Deschanel, Jazmine Sullivan, and Miranda Lambert doing the vocals and starring in the commercial themselves.
A take from Cotton Incorporated’s 2001 campaign that has stressed fashion, versatility and easy care benefits of cotton, the new TV spot that started airing April 5 retains that fresh modern focus while paying tribute to the brand’s rich heritage.
The new commercials illustrate the versatility of cotton by showing how it fits into the lives and wardrobe styles of three very different artists, whether they are walking the red carpet or simply engaging in their favorite everyday activities.
The day-in-the-life montage of each performer is scored with a unique musical interpretation: Actress/ singer Zooey Deschanel (28) provides a retro pop sensibility with her take on the tune; two-time Grammy nominee Miranda Lambert (24) delivers a country twist; and five-time Grammy-nominated Jazmine Sullivan (21) lends her rhythm-and-blues style to the melody.
The melody, recognizable to two generations of consumers, was retired in 2001 and was revived because “It’s the right message at the right time,” says Glenn Sciachitano, Director of Consumer Advertising at Cotton Incorporated.
Internet components are slated to roll out in May and will include such interactive attractions as a Zooey Deschanel Stylebook, a look inside Miranda Lambert’s closet, and a neighborhood shopping guide by Jazmine Sullivan.
“The Fabric of My Life” micro-site will be an off-shoot of the company’s consumer Web site, TheFabricOfOurLives.com. The print campaign, launching this summer, will feature stills of all three artists in cotton wardrobe from the commercial shoot, along with notes from the singers about each garment.