The research and promotion company for U.S. cotton growers and importers has revived its memorable “the touch, the feel of cotton” music, reinterpreted for today’s consumers by three young vocalists: Zooey Deschanel, Jazmine Sullivan, and Miranda Lambert. The new television commercials, created by DDB New York, began airing on April 5 as part of a marketing strategy that also includes print and Internet components.  The new commercials present a day-in-the-life montage of the vocalists’ lives, scored with each artist’s unique interpretation of the celebrated music and lyrics. “Since 2001, the company’s advertising has stressed the fashionability, versatility and easy care benefits of cotton to the 18-34 female demographic,” says Glenn Sciachitano, director of consumer advertising at Cotton Incorporated. “The new campaign retains that fresh, modern fashion focus, while paying tribute to the brand’s rich heritage.” 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 website, 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.  “‘The Fabric of My Life’ is a totally integrated campaign that combines the best of the old and new for Cotton Incorporated. It takes the powerful equity of ‘The Fabric of Our Lives’ song and marries it with fashion and versatility so it appeals to a whole new generation of cotton wearers,” says Cassandra Anderson, creative director at DDB.

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