"The Touch, The Feel of Cotton" Commercials Featuring Miranda Lambert along with Jazmine Sullivan and Zooey Deschanel Began Airing This Week
Nashville, Tenn (April 9, 2009) - As the country faces the cold, somber realities of the global financial situation, Cotton Incorporated delivers a soft, comforting bit of nostalgia, with a modern twist. 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 vocalists: Miranda Lambert, Jazmine Sullivan and Zooey Deschanel. The television commercials, created by DDB New York, began airing on April 5 as part of "The Fabric of My Life" advertising campaign that also includes print and Internet components."My style in three words is comfortable, funky, my own. Cotton is a big part of that style so I was very excited to be part of this campaign," says Miranda. "My favorite outfit is jeans, T-shirt and a great pair of cowboy boots but on a summer day, there is nothing like throwing on a cotton sundress and boots."
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.
"Since 2001, the company's advertising has stressed the fashionability, versatility and easy care benefits of cotton to the 18-34 female demographic ," says Sciachitano. "The new campaign retains that fresh, modern fashion 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 wardrobe choices of the 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: Academy of Country Music's "Album of the Year" Winner and two-time Grammy nominee Miranda Lambert (25) delivers a country twist to the tune; Five-time Grammy-nominated Jazmine Sullivan (21) lends her rhythm and blues style to the melody; and actress/singer Zooey Deschanel (28) provides a retro pop sensibility with her take.
"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, we hope, will help demonstrate that today's cotton is in a full range of today's fashion."
The thirty- and fifteen-second television commercials are supported by a print campaign that shows stills from the commercial shoot and detail images of cotton wardrobe worn by the vocalists, along with notes from the singers about what that garment means to them. Internet components are slated to roll out in late May and will include such interactive attractions as a neighborhood shopping guide by Jazmine Sullivan; a Zooey Deschanel Stylebook; and a look inside Miranda Lambert's closet. The "The Fabric of My Life" micro-site will be an off-shoot of the company's consumer Web site, TheFabricOfOurLives.com.
Two-time Grammy Nominee, Platinum Artist and winner of the 2008 ACM Album of the Year Award - with this much artillery under her belt it's no surprise singer/songwriter, Miranda Lambert, packs a pretty hard punch.
Her first record, Kerosene, debuted at #1 on the country charts (only the sixth time a new artist entered in at the top), and went on to earn Lambert nominations for the CMA's Horizon Award, the ACM's Top New Female Vocalist Award and also a Grammy for Best Female Country Vocal Performance. Lambert's follow-up, Crazy Ex-Girlfriend, just like Kerosene before, debuted at #1 on the Nielsen SoundScan Country chart and serves as a unanimous critics' favorite. The gold certified record graced nearly every 2007 year-end list including Rolling Stone, Blender, Time Magazine, Entertainment Weekly and USA Today.
Lambert won the Best New Female Award at the 2007 ACM Awards and came back even stronger in 2008 with a win for Album of the Year. Miranda was nominated for 2008 CMA Female Vocalist as well as Single of the Year for her first top ten single, "Gunpowder & Lead." At this year's ACM Awards, she duplicated those nominations and received rave reviews for her performance of "Dead Flowers" - the upcoming single off her yet untitled album due out this fall. Miranda is about to embark as Special Guest on the Kenny Chesney summer tour.
# # #
For more information, visit www.frontpagepublicity.com
Sony Music Nashville