Cotton Incorporated has launched a new consumer-directed television and on-line advertising campaign titled “Life is Uncomfortable.” The campaign uses awkward humor and uncomfortable situations to illustrate how even though “…life can feel uncomfortable, your clothes shouldn’t.”

“This campaign was developed based on ethnographic and qualitative research results, as well as insights and creativity from previous campaigns,” says Jill Orsini, Director of Advertising, Cotton Incorporated. “We continue to promote cotton’s emotional and physical role in an increasingly uncomfortable world, telling consumers no matter what life throws your way, you’ll always be comfortable in cotton.”

The first of four commercials, Tattoo, was launched on-line and aired during ABC’s American Idol on April 23. The other three will launch digitally on May 7. Three of the videos are targeted directly toward women, and the other toward men. The commercials will run on media sites including Refinery29, PopSugar, Men’s Health, and Women’s Health. “By clicking on the videos on-line, users will be redirected to www.TheFabricOfOurLives.com where they can shop for cotton apparel,” adds Orsini.

All four videos were designed to highlight the comfort of cotton apparel while reinforcing the time-honored message that cotton continues to be “The Fabric of Our Lives.” Other cotton benefits like ease-of-care, naturalness, and durability will be communicated through other advertising methods including web banner ads, social media, and custom content through media partnerships.

The commercials may be viewed at: http://bit.ly/2JpIAIq.