Leading yogurt brand Activia announced today a global partnership spanning more than 50 countries with international icon Shakira.
The Colombian-born superstar supports the yogurt brand’s new ‘Dare to Feel Good’ campaign. The new campaign brings to life Activia’s ‘Feeling Good Starts from the Inside’ tagline with a new dance-themed ad.
Filmed in Barcelona, the new ad, which begins airing globally on Sunday, March 16, features Shakira in a fantasy forest where she is showered with swirls of gold stardust and dances to express how good she feels inside.
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“I believe that feeling good on the inside is the key to personal well-being, and dance is one way to communicate that synergy of feeling good inside and overall well-being. Part of why I collaborated with Activia to make the new TV commercial is because I truly believe that taking care of yourself from the inside helps you unlock and express your well-being on the outside,” said Shakira.
Shakira’s new song “Dare (La La La)” will be included on her new album, “Shakira,” which launches on March 25th, and provides the soundtrack for the new global commercial.
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Developed by Vinizius Young & Rubicam Barcelona, the advertisement forms the central piece within Activia’s first ever integrated global communication campaign.
Directed by the acclaimed photographer and director, Jaume de Laiguana, the commercial’s production team also included Oscar-winning art director Eugenio Caballero and Javier Aguirresarobe.
The campaign includes the launch of a new global website, www.activia.com on March 16 that will house exclusive campaign content including behind-the-scenes footage from the ad shoot.
A preview of the behind-the-scenes video is available beginning March 12 on Activia’s global YouTube channel. The new commercial will be available on www.activia.us.com beginning March 16.
Activia, according to the company, is a probiotic yogurt that helps regulate the digestive system when consumed daily for two weeks as part of a balanced diet and healthy lifestyle.