DDB New York has introduced (4/9) the latest installment of its four-year The Fabric of My Life campaign with two TV 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 original song featured in all of The Fabric of My Life cotton ads.
The NYC story features 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.
See the spot here:
The L.A. spots provide a point of contrast, accompanied by a different verse of the song and show a more laid-back California vibe. Belle walks 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, which show a range of styles made from cotton.
The effort includes the rollout of several digital assets on the consumer website, www.TheFabricOfOurLives.com. These include a multimedia tour of Emmy Rossum’s closet, which is categorized by occasions, a blog by Belle, behind-the-scenes footage and still images from the shoots, celebrity bios and interviews, and downloads of the new cotton songs.