After topping the 2014 FIFA World Cup ad charts from one week to the next, Activia’s collaborative “La La La” has become the most shared video ad of all time.
Created with Shakira and The World Food Programme, this particular commercial has gained such serious sharing traction because it counts as evergreen content, according to Unruly. Though naturally relevant to the World Cup, it’s also a music video, and music sensation Shakira is not about to lose her thunder any time soon.
Now at 5,375,756 shares, the Activia ad claimed the number one spot from former Volkswagen Super Bowl commercial, “The Force,” which had been at the top of the ad share charts since February 2011, according to data from Unruly. “The Force” counts 5,372,945 shares, which “La La La” exceeded within just two months of its initial launch.
The yogurt commercial’s popularity also has a reflection in that of the Colombian pop star’s. Shakira became the first person to gain 100 million Facebook likes not so long ago. Plus, as Sarah Wood, the co-founder and COO of Unruly notes, “Music videos are by far the most shared type of content, so its 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.”
But let’s not forget about the ad’s third collaborator.
“This video is introducing the World Food Programme to millions of people for the very first time,” points out Jay Aldous, the director of private partnerships for the WFP. “We are grateful to Shakira and Activia for highlighting our work and supporting school feeding programmes that help create the future we all want. A future of zero hunger and infinite possibilities.”
With mutual benefits for all three groups (the Dannon yogurt brand, Shakira, and the WFP), there’s no denying the ad’s effectiveness. It marks a “fundamental change in the way brands are now approaching video advertising,” added Wood. In order to stand out on the internet, brands need to make a splash. Unlike on television, where certain commercials run on the channel you’re watching whether you like it or not, the web gives viewers power over the ads they watch…and brands the ability to create video ads people want to see.