You may have seen an Activia yogurt campaign that features smiling tummies. Now, you’ll see plenty more of the Activia-tummy connection, featuring Shakira.
The Colombian star has signed a global partnership with the yogurt brand to support its new “Dare to Fell Good” campaign. The campaign, which launches March 16, uses Shakira and her track “Dare (La la la)” to promote its “Feeling good starts from the inside” tagline, and features the star dancing in an enchanted forest. Watch the full ad below:
This will be Activia’s first-ever integrated global communication campaign, encompassing over 50 countries. For Shakira, it will be the latest in a series of global partnerships, including her current deal with Oral-B and Crest 3D.
The Activia ad was filmed in Barcelona, where Shakira currently lives, and begins airing globally March 16. The campaign was developed by Vinizius Young & Rubicam Barcelona, and directed by Jaume de Laiguana, who has previously worked with Shakira.
Beyond the spot, the campaign includes the launch of a new global website that will house exclusive campaign content.
Another Activia U.S. campaign, “Activia Tummies. Happy People,” features Reba McEntire, Laila Ali and health expert Travis Stork. The brand is no longer working with its longtime spokesperson, Jamie Lee Curtis.