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Hayden Panettiere New Model For Cotton Inc.; Actress To Star In Country Take Of ‘Fabric Of Our Lives’ Commercial
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Hayden Panettiere will become the latest face of Cotton Inc., becoming the latest in a series of stars to sing the “Fabric of our lives” jingle in the Cotton Inc. commercials, reports Women’s Wear Daily.
“For this commercial we wanted a celebrity with an all-American, girl-next-door quality,” said senior vice president of consumer marketing for Cotton Inc., Ric Hendee. “Hayden had the look and the country cross-over sound we were looking for.”
Hayden Panettiere’s spot, the ninth commercial in the campaign, will begin airing on TV and online on Monday. The “Nashville” star will sing the Cotton Inc. jingle with a “country twist." As the jingle plays, the 15- and 30- second commercial spots will feature Hayden Panettiere choosing an outfit in her walk-in closet, dancing at a nightclub, shopping and walking her dog.
“The commercial celebrates American style and American originals like country music, cotton denim and, of course, U.S. cotton growers, who are the number-one exporters of cotton to the global textile industry,” Hendee said.
Previous faces of Cotton Inc. include Zooey Deschanel, Kate Bosworth, Miranda Lambert, Colbie Callait, and Leona Lewis, reports the Huffington Post.
The new campaign has a budget of around $20 million. Along with the commercials, Cotton Inc. will release a series of related digital assets on the campaign website, thefabricofourlives.com. Visitors will be able to explore “Hayden’s Closet” to learn about Panettiere's style and directly visit online retailers with similar clothing across a range of prices. The closet will include ten occasion-themed options, including “Day To Night,” “Outdoor,” “At The Office,” And “Showstoper.” It will also include a new feature about cotton’s appropriateness for all occasions.
Cotton Inc. is funded by US cotton producers and importers of cotton and cotton textile products. Cotton Inc. conducts worldwide research and promotion to increase the profitability of cotton, as well as the demand for it.© 2013 Fashion & Style.com All rights reserved. Do not reproduce without permission.
Apr 12, 2013 12:14 PM EDT