DDB/New York breaks its first work for Cotton Inc. this week with seven new television spots from HSI director Gerard de Thame. In the shop's first effort since taking over the account from longtime agency Ogilvy & Mather in November, DDB parts with the tagline "The Fabric of Our Lives" for a more varied approach. "'The Fabric of Our Lives' was used for 15 years, and it's time to move on," says DDB chief creative officer Lee Garfinkel. "We found that people could sing the song, but they didn't remember the spots. We created this multi-faceted campaign because one voice wouldn't do it justice. We had to look at women in a multi-dimensional way."
The new round of spots tout cotton for everything from its sexiness -- as in a spot that scans past a wall of jeans for every social occasion -- to its practicality -- as in a commercial in which shirts emerge from the dryer already folded. Other spots include "Shopping Therapy," in which a woman shops her troubles away, and "Floating Cotton," in which women just can't get cotton off their minds.