DDB New York launched a new spot for Cotton, Incorporated entitled “It’s Time to Talk Favorites.”
The ad follows several individuals as they discuss their favorite clothing item (spoiler: each of them is cotton). They place value and importance on the item ranging from the practical to the nostalgic to the superstitious. “We all have one,” text reads at the beginning of the ad, as each individual introduces their favorite. The “favorites” approach is relatable and makes a lot of sense for the brand, highlighting the material as a favorite for many and establishing an emotional connection beyond mere product benefits. Some of the choices are far more believable than others, such as the woman whose significant other was wowed when he saw her in her favorite pants or the girl who loves her favorite pair of jeans so much she said she was going to get married in them. Less believable is the young writer who puts on her grandmother’s shirt for inspiration or the woman who thinks her “lucky shirt” clears up her lane in traffic. The ad ends with the tagline, “Cotton. It’s Your Favorite For a Reason.” That line has a double meaning, highlighting cotton as the reason your favorite is your favorite while also touting cotton as a favorite material.
Credits:
Brand: Cotton Incorporated
Title: It’s Time to Talk Favorites
Agency: DDB, New York
Chief Creative Officer: Icaro Doria
Creative Director: Cassandra Anderson
Associate Creative Director: Marilyn Kam
Additional Credits: Head of Broadcast Production: Ed Zazzera
Executive Producer: Teri Altman
Manager, Art Buying Group: Jane Piampiano
Account Director: Debbie Broda
Management Supervisor: Lauren Solomon
Assistant Account Executive: Kaine Cahill
Brand Planning Director: Jennifer Fox
Production Company: Serial Pictures Los Angeles
Director: Chiara Clemente
Executive Producer: Violaine Etienne
Head of Production: Peter Fitzgerald
Producer: Terri Shafirov
Production Supervisor: Matthew Ayriss
Editorial: Arcade NY
Editor: Jen Dean
Assistant Editor: Laurel Smoliar
Post Producer: Cecilia Melton
Executive Producer: Sila Soyer
Still Photography: Hello Artists
Photographer: Brigitte Sire
Producer: William Carducci