We always knew that, underneath that tough exterior, Miranda Lambert was a softie. And now the hit Columbia artist is a softie on the outside as well. Lambert is one of three artists (R&B songstress Jazmine Sullivan and indie rocker/actress Zooey Deschanel are the others) who will offer their interpretations of the familiar “the touch, the feel of cotton” music in a new advertising campaign for Cotton Incorporated, the research and promotion company for U.S. cotton growers. The melody for the well-known jingle, which was retired in 2001, was revived because “It’s the right message at the right time,” says Glenn Sciachitano, Director of Consumer Advertising at Cotton Incorporated. The television commercials, created by DDB New York, began airing on April 5 as part of a The Fabric of My Life advertising campaign that also includes print and Internet components. The print campaign shows stills from the commercial shoot and highlights 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 an interactive look inside Lambert’s closet. “My style in three words is comfortable, funky, my own,” Lambert said. “Cotton is a big part of that style so I was very excited to be part of this campaign.”
Category: Artist, Featured, Sales/Marketing
