Summer’s here, and so are those embarrassing, sweaty, hot and smelly moments that come with it. You know the ones – your pants stick to your butt, sweat forms an Olympic sized ring around your armpit, and a quick turn of your head showers those nearby with a torrent of sweat droplets.
To help you beat the heat, DDB New York launched a new national campaign for longtime client Cotton Incorporated. “#CoolerInCotton” is a fully integrated social and digital platform designed to remind consumers of cotton’s warm weather benefits in the age of synthetic fibers. While other less functional fabrics may seem like cotton, it’s important to check the label prior to purchase to reap the benefits of cotton – the most breathable, scent repellent, durable, wash-and-go fabric there is.
The centerpiece of the campaign is a catchy, musical public service announcement video. Reminiscent of a winning musical number from a Broadway show, a cheerful singer and accompanying chorus walk us through the potential horrors of combining hot weather and synthetic clothing. Paired with humorous images the upbeat song offers comical lyrics such as:
“Your body is a casserole of wet, salty hair,
Your armpits smell like someone wiped them with some dirty underwear…” and more.
The video portrays an array of sweaty situations that consumers may be apt to find themselves in this summer should they wear something other than cotton. Needless to say, while everyone else is melting around her, the perky star keeps cool in her fashion-forward cotton looks.
#CoolerInCotton launched on July 7. In addition to the video, a digital media buy will drive views, along with brand-owned social, influencer kits, video, and real-time engagement.
View the film here.