VIDEO from Cotton Inc. and Synaptic Digital: Emmy Rossum and Camilla Belle Star in New Cotton Television Spots

New York, NY, April 9, 2012 (GLOBE NEWSWIRE) — Cotton Incorporated, the research and marketing company forcotton, continues its The Fabric of My Life® campaign with two newtelevision spots featuring two new celebrities.  Actress/singer Emmy Rossum and actress Camilla Belle star in the campaign’stale of two cities, which showcases the versatility of cottonfashion inspired by U.S. trend capitals New York and Los Angeles,and influencing everywhere in-between.  The two spots,produced by DDB New York, present a range of cotton apparel andfeature the stars’ interpretations of the familiar cottonsong.  The commercials premiere on April 9th, andwill be supported by Web extensions and other digital assets.

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“Cotton is everyone’s hometown fabric,” says Glenn Sciachitano,Director, Advertising, Cotton Incorporated, “and we are delightedto have two such beautiful and talented young women represent thedistinctive styles of their hometowns, which influence fashiontrends across the United States.  The range of cotton fashionsin the commercials shows that whether you dress East Coast, WestCoast or anything in between, cotton fits.”

The New York Tale features Emmy Rossum, native New Yorker andstar of the hit Showtime® series “Shameless.” Rossum exits a blacktie event and catches the cab in a red cotton lace dress;rides thesubway sporting a structured blue cotton jacket; hosts a dinnerparty in a black and white polka dot dress and records the trackheard in the commercial wearing a textured boucle sweater.  Ina rich mezzo-soprano vocal, Rossum expresses the optimisticanything-can-happen-here attitude of New York.

The L.A. story has a laid-back California vibe and is scoredwith sun-drenched rhythms that hint at actress Camilla Belle’sBrazilian heritage.  Belle is easy elegance as she walksthrough the lobby of the Chandler Pavilion wearing a yellow andwhite cotton dress, and while perfecting a tap routine – in a bluechambray dress with leggings! She picks up some fresh produce at anoutdoor market wearing a tiered cotton skirt and loungesluxuriously in a hammock wearing a billowy botanical printdress.

Concurrent with the first broadcast on April 9th, aseries of campaign-related digital assets will roll out on thecotton consumer Web site, These include a multimedia tour of Emmy Rossum’s closet, which iscategorized by occasions; a blog by Camilla Belle;behind-the-scenes footage and still images from the shoots;celebrity bios and interviews; and audio and lyric downloads of thenew cotton songs. 

“Cotton’s versatility lends itself to style as well as to pricetags,” states Sciachitano.  to illustrate this point, Emmy’sdigital closet gives visitors a chance to find cotton looks byoccasion, then select a price range that fits their budget. The site then offers a series of selections that meet the criteriaand links to e-commerce sites where the garments can be purchased.The digital closet also allows visitors to share images of thegarments through social media.

Now entering its fourth year, The Fabric of My Life advertisingcampaign has been supported by a multichannel media buy totalingapproximately $65 million.  A partial return on the investmentis 50% recall score among the primary demographic (women 18-34),and 40% recall among the secondary demographic (women 35-54).

About CottonIncorporated              

Cotton Incorporated, funded by U.S. growers of upland cotton andimporters of cotton and cotton textile products, is the researchand marketing company representing upland cotton.  The Programis designed and operated to improve the demand for andprofitability of cotton.

Registered journalists can access video, audio, text, graphicsand photos at

CONTACT: Synaptic Digital, New York 03NY12-1336

VIDEO from Cotton Inc. and Synaptic Digital: Emmy Rossum and Camilla Belle Star in New Cotton Television Spots

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