Hayden Panettiere doesn’t particularly emanate straw chewin’, banjo playin’ vibes, but she plays a country singer in Nashville and that’s good enough for Cotton! They’ve cast her in their new ‘Fabric Of Our Lives’ ad campaign, where she’ll give a country rendition of the company’s theme. Well… that’s special.
The new campaign has a budget of around $20 million, according to a Cotton Inc. spokesman. The commercials featuring Panettiere in various scenes — choosing an outfit in her walk-in closet, having fun at a nightclub, shopping at a shoe store, walking her dog — will begin airing as 15- and 30-second spots on TV and select Internet outlets beginning Monday.
“For this commercial we wanted a celebrity with an all-American, girl-next-door quality,” said Ric Hendee, senior vice president of consumer marketing for Cotton Inc. “Hayden had the look and the country cross-over sound we were looking for.”
“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.
I’ve always thought it was a bit bizarre that cotton – a fabric, for God’s sake – promotes itself as a business. I get that cotton is an industry like many other things, but it’s always struck me as slightly bizarre, for some reason. Also, the fact that they are effectively saying that the white, largely confederate flag bearing part of America is their target market is a bit weird, but whatever. America, right? Go USA! Go cotton! I love t-shirts! (Too much?)
Hayden’s cute and making the most of that TV money, so I say go for it, girl.