An Activia music ad starring Colombian popstar Shakira has become the most shared ad of all time overtaking VW’s Star Wars Superbowl commercial, according to marketing technology company Unruly.
‘La La La (Brazil 2014)’, released in partnership with the World Food Programme (WFP), is a three-and-a-half minute music video which has mustered 5,375,756 shares across Facebook, Twitter and the blogosphere.
The video, released on 2 May, is one of many ads which have capitalised on the growing trend of ‘trackvertising’ - when a brand and musician co-release a music video which also serves as an advert.
Nicolas Frerejean, global marketing director at Activia, said: “It is fantastic to see such a positive response for the video. Reaching more than 250 million views and becoming the most shared ad of all time in just two months is incredible.
“We are delighted that we have been able to relay our message of support to the World Food Programme.”
Sarah Wood, co-founder and chief operations officer at Unruly, said: “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.
“Activia’s success with Shakira exemplifies a fundamental change in the way brands are now approaching video advertising. As brands struggle to win attention amid the content clutter, this milestone ad shows how innovative strategies and creative collaborating can engage a target audience at speed and scale.”
Wood added: “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.”
Jay Aldous, director of private partnerships for WFP, said the video will help create a future of zero hunger and infinite possibilities.
Previously, the most shared video ad was Volkswagon’s ‘The Force’ commercial, a ‘Star Wars’ collaboration broadcast during the Superbowl in 2011.