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DDB New York's well-choreographed spot launches #CoolerInCotton summer campaign

Now that summer has settled in, Cotton Incorporated has launched its #CoolerInCotten campaign, touting clothes made from the breathable textile as a great way avoid the oppressive heat. DDB New York created a music video to showcase cotton’s benefits over synthetics for sweaty and overheated city dwellers — "the perfect fabric for this stinky season." The 2-minute song and dance routine is shot with a single camera, with minimal cuts mimicking the style of a Broadway number. Listen carefully and you might even hear the old "fabric of our lives" slogan buried in the hook. The spot debuted online today and is supported with digital media buys.