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DDB releases latest 'The fabric of my life' campaign
11
Apr '12
DDB New York is introducing the latest installment of its four-year The Fabric of My Life campaign with two television spots featuring two new celebrities. Following in the footsteps of actresses Zooey Deschanel and Kate Bosworth, actress/singer Emmy Rossum and actress Camilla Belle star in this campaign, a tale of two cities that is meant to represent the versatility of cotton in fashion centers from New York to Los Angeles and everywhere in between.

The two spots seek to showcase a range of cotton apparel and feature Rossum's and Belle's renditions of the cornerstone original song featured in all of The Fabric of My Life cotton ads. By presenting cotton as the fabric of each star's daily activities in their respective hometowns, the spots illustrate a wide variety of distinctive styles, all composed of the same fabric.

"The Fabric of Our Lives song has enjoyed widespread recognition and the recent high-profile celebrities featured in the ads help to bolster the underlying message that Cotton permeates the closets of everyone and is appropriate for any occasion," said Matt Eastwood, Chief Creative Officer of DDB New York. "DDB New York is proud to be building upon this long-standing campaign and increasing its relevance for Cotton."

The New York City story features Emmy Rossum, a native New Yorker, sporting a fancy gown for a black-tie event, riding a crowded subway in a fashion-forward outfit, and hosting a dinner party while wearing yet another dress, each carefully catered to her dynamic lifestyle. Rossum's rendition of the song encapsulates the attitude of optimism and opportunity commonly associated with the Big Apple.

The L.A. spots provide a point of contrast, accompanied by a different verse of the song and imbuing a more laid-back California vibe that coheres with Camilla Belle's lifestyle on the West Coast. Belle exudes effortless elegance walking through the lobby of a theatre, perfecting her routine in a dance class, shopping for produce at a local market and lounging around in her backyard with friends. Both spots conclude with a shot of the celebrity's closet, replete with a range of styles made from the signature fabric.

This campaign breaks widely on April 9, simultaneous to the rollout of several digital assets on the consumer website. These include a multimedia tour of Emmy Rossum's closet, which is categorized by occasions, a blog by Camilla Belle, behind-the-scenes footage and still images from the shoots, celebrity bios and interviews, and downloads of the new cotton songs.

DDB Worldwide Communications Group Inc ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age.

DDB New York

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Courtesy: H&M

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