For more than two generations “The touch, the feel of cotton” is the lyric that has linked consumers to cotton. Cotton Incorporated is once again putting a new face and voice with the familiar tune. International film actress and fashion icon Kate Bosworth lends her talents to the latest commercial in “The Fabric Of My Life” television campaign from Cotton Incorporated. The commercial features a new version of the familiar song, as well as cotton fashions by high-end designers such as Prada. The spot showcases the use of cotton in high fashion apparel, as well as the physical and emotional comfort consumers around the world have for the fabric of our lives.
The new “The Fabric of My Life” commercial adds a twist to the day-in-the-life theme of the campaign, which was introduced in 2009 with vocalists Miranda Lambert, Jazmine Sullivan, and Zooey Deschanel. In 2010, singers Leona Lewis and Colbie Caillat reinterpreted the familiar song. For the latest campaign, actress Kate Bosworth takes center stage. Her cinematic roots give license for scenes that present Kate at work in her inspiration room, on a movie set, and at leisure exploring antique books, shopping for jewelry, and simply relaxing --- all in cotton.
“Kate was an ideal choice for this year’s commercial,” says Glenn Sciachitano, Cotton Incorporated Director of Advertising. “Her beauty, her status as a Hollywood actress and a fashion icon were a perfect fit for our strategy: to show women that cotton is a part of all aspects of their lives, even if that life includes a walk on the red carpet.” Kate Bosworth has appeared in films such as “Blue Crush”, “Beyond Wonderland”, “21” and “Superman Returns.”
This commercial also showcases the vocal talent of Bosworth, who actually sings the latest version of the familiar song.
The 15 and 30 second spots were created by DDB New York and will begin airing in May on channels such as ABC, FOX, MTV and VH1. The commercials are supported by a range of Internet components that will be available on www.TheFabricOfOurLives.com .
To view the commercial before it airs, visit http://www.facebook.com/cottoninc?sk=app_170059593041579 .