Eating Activia is sexy, according to U.K. ads | Adweek Eating Activia is sexy, according to U.K. ads | Adweek
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Eating Activia is sexy, according to U.K. ads

Activia

Activia, the Dannon yogurt brand, maintains its penchant for oddball ads in this U.K. spot from RKCR/Y&R starring actress Martine McCutcheon and tagged, "Tummy loving care." The work sparks so many questions. Why is she spinning—endlessly spinning!—to the strains of "Gimme Some Lovin' " in a bubble chair like the kind the bad guys used in The Prisoner? Why didn't they import the brand's U.S. spokescougar, Jamie Lee Curtis? Did she stop eating Activia and get all, you know, stopped up, and die? At least Activia can still afford commercials after paying out $35 million to settle a class-action lawsuit over alleged false-advertising. I was worried! Adrants notes that McCutcheon tries hard to make the product seem sexy. Hey, when isn't digestive healthy sexy? First, that colorectal PSA, now this. Today is turning into a real bummer.

—Posted by David Gianatasio

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