See the Ad That Just Eclipsed Volkswagen's 'The Force' as the Most Shared Ever

The mighty Empire has fallen … thanks to some yogurt.

Deutsch/LA’s 2011 Super Bowl spot “The Force” for Volkswagen, which enjoyed an astonishing 41-month reign as the most shared ad of all time, has finally been dethroned—by Activia and the World Food Programme’s three-and-a-half minute music video starring Shakira, created for this year’s World Cup.

As of Tuesday morning, the Activia spot, titled “La La La (Brazil 2014),” has been shared 5,409,192 times across Facebook, Twitter and the blogosphere, according to Unruly Media. And it’s only widening its lead over “The Force,” which has racked up 5,254,667 shares.

While “The Force” is a traditional 60-second spot (the version that ran on the Super Bowl was actually a :30), the Activia video is an example of what Unruly calls “trackvertising,” where a brand and a musician co-release a video that is both a music video and an ad. The Colombian pop star’s worldwide celebrity (she recently became the first person to reach 100 million Facebook likes) clearly fueled the Danone yogurt brand’s spot.

Also, while the share counts are comparable, the view counts are not. “The Force” has about 60 million views on YouTube, while the Activia video has more than 275 million.

“Music videos are by far the most shared type of content, so it’s no surprise that brands are now blurring the lines between traditional ads and music videos in order to get themselves seen and heard on social,” says Sarah Wood, co-founder and COO at Unruly.

“Music and advertising have a long history together. Some will remember the early days of TV commercials and jingles—the internet memes of their day. On digital, we see music deployed in a number of ways—from ads released alongside a professional artist, to parody or licensed tracks, to heavy product placement or even ads that make their own track famous.”



Conill, Shakira Change Rules of Wireless for T-Mobile

Conil has a new broadcast spot for 2014 FIFA World Cup Brazil sponsor T-Mobile featuring Shakira.

Entitled “Goal,” the spot imagines what it would be like if soccer had the same kind of crazy restrictions some wireless carriers have. She of the honest hips performs in celebration of a goal when the festivities are interrupted by a referee. “Unlimited headers while abroad are not included in your contract,” says the ref. “No goal.” The spot concludes with the message: “T-Mobile is changing the rules of the game,” before informing viewers they now offer “Unlimited global data and text” for “no extra charge.” It’s a bit goofy, but it’s a simple way to communicate T-Mobile’s offer, and with Shakira’s star power behind it the spot is sure to get people’s attention.

“Goal” will debut on ESPN tomorrow during the T-Mobile sponsored “Countdown to Brazil” program, with a Spanish-language version appearing on Univision and Fútbol de Primera. T-Mobile will also be offering unique FIFA mobile content to customers, including “mini feature video packages calling out the highlights of the day including ‘Goal of the Day,’ ‘Save of the Day,’ and ‘Team Spirit of the Day.'” Stick around for credits after the jump. continued…

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Shakira Follows Up Hugely Popular 2010 World Cup Theme With 'La La La'

Shakira, whose last World Cup theme song practically conquered the planet, is back and hoping to dominate again as the games shift closer to home.

The Colombian singer, responsible for 2010’s astoundingly popular tournament track “Waka Waka,” has now teamed up with yogurt brand Activia to deliver “La La La” in celebration of this year’s World Cup in Brazil. The song is also a benefit for the UN’s anti-hunger group, the World Food Programme.

The video has racked up more than 50 million views in a week, possibly putting it on pace to someday match the staggering 668 million views on “Waka Waka.” It appears to be getting a better reception than the first theme song for the 2014 games, Pitbull’s collaboration with J Lo and Brazilian singer Claudia Leitte, “We Are One,” which has only 20 million views since launching in April, and a much worse like-to-dislike ratio on YouTube.

Some critics derided “We Are One” for reinforcing stereotypes of Brazil and for too prominently focusing on non-Brazilian talent. Others pointedly asked for “Waka Waka” back.

Not everyone is convinced the new tune addresses all those complaints, but it does feature Brazilian musician Carlinhos Brown, along with soccer stars like Argentina’s Lionel Messi and Brazil’s Neymar da Silva Santos Jr. And, of course, there’s the obligatory spectacle of a characteristically whirling and wiggling Shakira.

French musician and director Woodkid, meanwhile, has called out the visual style, claiming similarity to the 2011 video for his song “Iron.”

Whether Shakira’s song itself is good is another question, one we’ll leave up to you to decide. If you plan to watch the games, chances are good this won’t be the last time you hear it.

Via Jezebel.



Activia Shows That Inside Shakira’s Famous Stomach Are … More Shakiras!

Activia managed to drag Shakira out of wherever she's been hiding and put her in the brand's new "Dare to Feel Good" ad, which gives us an interesting and cartoonishly idealized peek into the pop singer's digestive tract.

No wonder she's so perky all the time. It looks like Fern Gully in there. And here I thought Shakira felt good because she's beautiful and rich.

In any case, Activia's ads bother me in the sense that I can't take adults seriously when they say the word "tummy" and aren't talking to or about a child. Considering where a well-regulated digestive system inevitably leads, I get why they'd want to soften the language a bit, but it still weirds me out.


    



Shakira estrela novo comercial do Activia

Após anunciar Shakira como a nova garota-propaganda de Activia, a Danone lança um comercial estrelado pela cantora colombiana. Em ritmo de videoclipe, “Dare to Feel Good” tem criação da Vinizius/Y&R e se passa em uma floresta (intestinal), com múltiplas imagens da artista dançando.

A contratação de Shakira para estrelar as campanhas de Activia faz parte de uma estratégia para o lançamento da marca em 55 países, aproveitando que a cantora tem o alcance global que a Danone busca neste momento. Por outro lado, a impressão que ficou é que o comercial poderia ter sido um pouco melhor. Abaixo, os bastidores das filmagens.

 

Brainstorm9Post originalmente publicado no Brainstorm #9
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