THE FABRIC OF OUR LIVES.

During the year 2000, fully 95% of U.S. consumers saw "THE FABRIC OF OUR LIVES[R]" commercials an average of 31 times. The television advertising campaign from Cotton Incorporated, Carry, N.C., originally began in 1989 and has successfully raised consumer awareness of cotton fiber for more than a decade.

The most recent set of ads showcase four important segments of cotton apparel and home fabrics: denim, underwear, sheets and corporate casual. The target of this campaign is the next generation of consumers 16 to 24 years of age. Cotton Incorporated president and CEO J. Berrye Worsham, stresses the importance of teaching younger consumers to recognize the fiber content of their apparel purchases. "We have to increase the recognition level of fiber identification in our new 16- to 24-year-old consumer target audience and help them develop the same loyalty for cotton as their parents," he explains.

The ads utilize quick cuts and present a wide array of people in highly personalized settings wearing -- and using -- comfortable cotton products. The spots are very colorful, and each spot features a distinctive, unique music track.