The Dannon Company has launched an advertising campaign for Activia featuring actress Jamie Lee Curtis in a bid to draw attention to the importance of digestive health. The U.S. actress, best known for her role as Laurie Strode in "Halloween" (1978), has teamed up with the food giant to appear in a series of adverts promoting the company's Activia yoghurt products.
The probiotic yoghurt-like drink, as claimed by Dannon, aids digestive problems and Curtis herself insists she is happy to be "the ice breaker" for open discussions on digestive health. And concerning her role as the new face of Activia, Curtis will star in a series of U.S. commercials that will feature "frank and open conversations" about bowel regularity, drawing attention to the importance of maintaining a healthy digestive system.
"Digestive problems are important and surprisingly common but we don't discuss them," Curtis said in a statement. "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."
She went on saying, "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."
As for her acting career, Curtis could next be seen starring in the Walt Disney Pictures' adventure comedy "Beverly Hills Chihuahua" which is set to hit the theaters September later this year.