Hayden Panettiere is the New Face of Cotton Inc.

Hayden Panettiere as the latest face and voice of cotton's The Fabric Of Our Lives campaign.

The new campaign has a budget of around $20 million, according to a Cotton Inc. spokesman. The commercials featuring Panettiere in various scenes, like choosing an outfit in her walk-in closet, having fun at a nightclub, shopping at a shoe store and walking her dog. The commericals started airing as 15- and 30-second spots on TV this week.

"For this commercial we wanted a celebrity with an all-American, girl-next-door quality," said Ric Hendee, senior vice president of consumer marketing for Cotton Inc. "Hayden had the look and the country cross-over sound we were looking for. The commercial celebrates American style and American originals like country music, cotton denim and, of course, U.S. cotton growers, who are the number-one exporters of cotton to the global textile industry."

Panettiere, star of the hit TV show Nashville also sings the "The Fabric of our Lives" theme song with a country twang.