Cotton Inc.: The Fabric Of Our Lives campaign
Judson KnightOverview
Whether sung by Aaron Neville or Richie Havens, the tag line "The fabric of our lives" has given a definite identity to a product that might otherwise seem anonymous. Sponsored by Cotton Incorporated, a trade organization for the cotton industry, "The Fabric of Our Lives" became a classic image campaign, designed to heighten awareness rather than to sell a specific brand.
The "brand," in fact, was cotton, as television viewers discovered after the Thanksgiving 1989 launch of the campaign. The first wave of commercials, with music by singer-songwriter Havens,...