US Creative Work of the Week: Cotton - How to Avoid Sweaty Summer Moments

Cotton

New Yorkers desperate for tips and tricks to help them endure the city’s heat wave might learn a thing or two from DDB New York’s latest campaign for Cotton.

As city dwellers suffer through stinky subway rides and stuffy apartments, Cotton’s two-minute video humorously reminds viewers that cotton clothing breathes easier than other fabrics and therefore might help prevent things like “sweaty underboobs” or armpits that smell like someone “wiped them with some dirty underwear.”

The video, which has been voted by readers as US Creative Work of the Week, is styled as a tongue-in-cheek PSA that’s meant to teach viewers about the benefits of a cotton wardrobe.

Starring a cotton-clad singer and accompanying chorus, the film is “reminiscent of a winning musical number from a Broadway show” as viewers are walked through the “potential horrors of combining hot weather and synthetic clothing,” the agency said.

Fans of Cotton are encouraged to use the hashtag #CoolerInCotton in social posts when showing off their cotton ensembles. The brand is also running a cheeky social campaign of its own on Twitter and Instagram with phrases like “get rejected for your awkward conversation skills, not b.o.” and “hot and steamy should describe your love life, not your armpits.”

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here.

Credits:

Chief Creative Officer: Icaro Doria

Creative Director: Cassandra Anderson

Associate Creative Director: Marilyn Kam

Senior Art Director: Mina Mikhael

Copywriter: Turan Tuluy

Head of Production: Ed Zazzera

Executive Producer: Teri Altman

Business Affairs Manager: Joanna Soliszko

Account Director: Deborah Broda

Management Supervisor: Lauren Solomon

Senior Account Executive: Tiffany Nungaray

Brand Planning Director: Jennifer Fox

Senior Social Strategist: Robin West

Associate Producer: Kelly Treadway

Print Producer: Joan Elsesser

Production Company: Caviar

Director: Henry Scholfield

Executive Producers: Michael Sagol, Jasper Thomlinson, Darren Foldes, Nicola Kenney

Producer: Giles Skillicorn

DP: Marc Gomez Del Moral

Choreographer: Olivier Casamayou

Costume: Alexandra Day

Art Director: Natasa Rogelj

Music: Mophonics

Composer/Executive Producer: Stephan Altman

Executive Producer: Shelley Altman

Editorial: Cosmo Street

Editor: Tom Scherma

Executive Producer: Maura Woodward

Producer: Anne Lai

Post Production Company: Framestore NY

Executive Producer: Derek Macleod-Veilleux

Senior Flame Artist: Martin Lazaro

Flame Artist: Greg Gaskins

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