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