Hello Cotton | Adweek
Advertisement

Hello Cotton

Advertisement

NEW YORK A cover of Scandal's '80s hit "Goodbye to You" inspires women to dramatically discard their inferior, uncomfortable and pilling fabrics in a new Cotton spot breaking today from DDB in New York. The anthemic effort, directed by Pam Thomas of Moxie Pictures, introduces a new tagline, "What are you wearing," with an energetic montage of women tossing their unsatisfactory pieces of clothing into recycling bins, trash cans, out windows, off balconies—wherever they happen to be. It's a mass polyester protest that leads to the line "Goodbye mysterious fabric," and a woman happily admiring herself in the mirror, cooing, "Hello Cotton." Thanks to the music track, this spot does a nice job tagging female empowerment to a believable celebration of fabric choice.