DDB Unveils First Work for Cotton Inc.

NEW YORK Cotton Inc. breaks a new $20 million-plus campaign on April 14 from Omnicom Group’s DDB. The push includes seven TV spots and targets women 18-34.

The campaign is Cotton Inc.’s first from DDB in New York, which in November replaced crosstown shop Ogilvy & Mather, a WPP Group shop, the client’s principal agency for more than 30 years.

The spots play off the joys and comfort of wearing cotton and use several different taglines, rather than the client’s well-known “The fabric of our lives,” which ran for more than a decade.

One 30-second execution “Mannequin,” is set to the Beach Boys’ staple, “California Girls,” and uses the tag “What a great time to be a girl.” It shows mannequins wearing different cotton fashions.

In “Floating Cotton,” a piece of cotton wafts around various women in real life situations: at the office, hailing a cab, and so forth. The tagline is: “Cotton. You can never have enough.” In a third spot, a cute dog makes a bed of cotton clothing.

Chief creative officer Lee Garfinkel oversaw campaign development and John Russo served as executive creative director.