This catchy musical spot is the centerpiece of Cotton Incorporated’s “#CoolerInCotton” integrated campaign from DDB New York.
Directed by Henry Scholfield of Caviar, 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, our perky star dances and sings her way into our hearts, all the while keeping cool in her fashion-forward cotton attire.
Music composer was Stephan Altman of Mophonics.
Credits
Client Cotton Incorporated Agency DDB New York Icaro Doria, chief creative officer; Cassandra Anderson, creative director; Marilyn Kam, associate creative director; Mina Mikhael, sr. art director; Turan Tuluy, copywriter; Ed Zazzera, head of production; Teri Altman, executive producer; Robin West, sr. social strategist. Production Caviar Henry Scholfield, director; Michael Sagol, Jasper Thomlinson, Darren Foldes, Nicola Kenney, Sorcha Shepherd, exec producers; Giles Skillicorn, producer; Marc Gomez Del Moral, DP; Olivier Casamayou, choreographer; Alexandra Day, costume; Natasa Rogelj, art director. Music Mophonics Stephan Altman, composer/exec producer; Shelley Altman, exec producer. Editorial Cosmo Street Tom Scherma, editor; Maura Woodward, exec producer; Anne Lai, producer. Postproduction Framestore NY Derek Macleod-Veilleux, exec producer; Martin Lazaro, sr. Flame artist; Greg Gaskins, Flame artist.
NHS (National Health Service) England rolled out this PSA titled “That Feeling,” part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, “Land of 1000 Dances.”
Amy Parkhill, creative at M&C Saatchi UK, said, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.”
Parkhill continued, “It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”
