Shakira new face of Activia
Colombian pop superstar Shakira has been announced as the new global face of health yoghurt Activia, with a new commercial ready to air in 50 territories.
The ad, which rolled out globally on 16 March and is part of the Dare to Feel Good campaign, was filmed in Barcelona and features the singer being scattered with gold stardust while performing her signature hip-wiggling dance moves to her new single, Dare (La La La). It was created by Vinizius Y&R Barcelona and directed by Jaume de Laiguana.
The campaign – which has the tagline “Feeling Good Starts from Within” – incorporates television, digital, print, outdoor, in-store and public relations, with the emphasis on the dance-themed creative.
It’s quite a coup for Activia, the biggest brand within the Danone portfolio: Shakira is a massive global star, having sold over 70 million albums worldwide, so no doubt this popularity will help shift plenty of the products. Also known for her philanthropic works, last year she made it onto Forbes magazine’s list of the 100 most powerful women in the world.
You can watch the ad below as well as a behind-the-scenes version.
Agency: Vinizius Y&R Barcelona
Idea creation: Manu Diez/Victor Arriazu/Albert Seguin
Producer TV: Lidia Vilar
Director: Jaume De Laiguana
Production/Producer: Pablo Martinez/Sergi Ciuro
Post Production: El Ranchito
Post-Producer: Rafa Solorzano
Art Direction: Eugenio Caballero
DoP: Javier Aguirresarobe