For years, The Fabric of Our Lives song featured in Cotton Incorporated’s advertising, has connected consumers to the ways cotton is ingrained in our everyday lives.
More recently, Cotton Incorporated has utilized up-and-coming celebrities to share the message that cotton is the “Fabric of My Life”.
This year, two new celebrities are being featured in the commercials showcasing a typical day for them in the cities they call home.
Singer and actress Emmy Rossum, New York native and star of the cinematic adaption of the Broadway hit musical “Phantom of the Opera,” uses the Big Apple as the backdrop for her commercial. Actress Camilla Belle’s spot highlights her Brazilian roots in her hometown of Los Angeles.
The fact these cities are also two fashion capitals of the United States serves the dual purpose of showing that cotton is fashionable and a hometown fabric — no matter where you live.
Chairman of The Cotton Board, John Clark an importer from California, said this after previewing the two new spots, “Cotton Incorporated has again done a great job showcasing cotton as a high-fashion, yet comfortable and familiar fabric. I know the new commercials will keep cotton at the forefront of consumers’ minds, resulting in benefits for cotton producers and importers alike, through increased sales of cotton apparel.”
Concurrent with the new commercials’ first broadcast on April 9th, a series of campaign-related digital assets rolled out on the cotton consumer Web site, www.TheFabricOfOurLives.com.
These include a multi-media tour of Emmy Rossum’s closet; 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.