Jamie Lee Curtis Can't Take A Dump, Hypes Dannon's Bifidus Regularis

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Over two years ago, Dannon began promoting its Activia yogurt with the special ingredient, Bifidus Regularis, a "nonsense word that's been trademarked," as dubbed by American Copywriter. The ingredient is supposed to make women more regular, to use acceptable vernacular. Because marketers can't always come right out and say what they mean - in this case, "Dannon, the yogurt that helps you shit better" - meaningless words have to be created to sugar coat what every person over the age of five can see right through.

So now we have Jamie Lee Curtis, who has seemingly approached an appropriate age to which women who suffer from this malady can relate to, sitting comfortably on a green couch with just the right amount of gray hair and just the right amount of commercial spunk so as to make this piece of work both good and fodder for middle school bathroom humor.

Knowing Jamie Lee Curtis, you just know she was hurling middle school bathroom humor of her own all over the set as the commercial was shot. And that is meant to be taken kindly. She can be wonderfully comedic. We just wish Y&R would release the outtake reel (you know there was one) so we could all enjoy some more of her humor and all the other shenanigans that come with a shoot like this.

Of her involvement with the campaign, Curtis said, "Digestive problems are important and surprisingly common but we don't discuss them. Whereas we routinely talk about other uncomfortable topics, such as erectile dysfunction, digestive health is not being addressed- and it's time to change that. I am not afraid to talk about bowel issues - there I said it - and I'm very committed to help people find solutions, like a balanced diet and Activia. It is rewarding to be the ice breaker who speaks openly about digestive health and irregularity, and make it easier for people to find a solution."

Over the course of the campaign Curtis will continue to speak openly about the issue of irregularity and Dannon's claim its Activia has been clinically proven to help with digestive problems.

by Steve Hall    Mar- 3-08   Click to Comment   
Topic: Celebrity, Commercials, Creative Commentary   

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Comments



Comments

It's "the girl-poopin' yoghurt," according to American Copywriter. Still one of my favorite of their podcasts.

I can't see that stuff on a colleague's desk or at the store without thinking of John and Tug discussing the ad.

Posted by: pat smith on March 3, 2008 9:32 PM

As often happens, I've seen the commerical several times and never noticed what it was selling. I'm too interested in how great Jamie Lee Curtis looks.

Posted by: closets on March 4, 2008 3:23 PM

As often happens, I've seen the commerical several times and never noticed what it was selling. I'm too interested in how great Jamie Lee Curtis looks.

Posted by: closets on March 4, 2008 3:24 PM

Hmmmmmmmm. Was there a toin coss to see who would write this one up - Steve or Angela?

Did Steve win, or lose, the toss?

;)

Posted by: Kevin Horne on March 5, 2008 2:53 PM

I eat 5-10 cups of this a day. I am sure regular now!!! Thank you Jamie Lee. I think of you each time I take a big, thick, dump - which is now 3-5 times a day.

Posted by: Regular now on January 4, 2009 9:26 PM

bifidus, regularis? Regular use of the biffy? Tastes like crap too

Posted by: kaypee on April 29, 2009 11:48 PM

I heard at a lecture that BIFIDUS REGULARIS was cultured in RATS, not and is a being questioned by miro biologist as to the long term effects on humans.

Posted by: triciad on May 13, 2009 9:55 AM

I heard at a lecture that BIFIDUS REGULARIS was cultured in RATS, not and is a being questioned by miro biologist as to the long term effects on humans.

Posted by: triciad on May 13, 2009 9:55 AM







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