Yakult Parodies Viral ‘Numa Numa’ Meme of Early ‘00s in Singalong Spot

Yakult’s new campaign channels one of the internet’s first viral videos to have you singing along whether you like it or not. ‘My Yakult’, the brand’s first TV advert since 2021, was devised by Brothers & Sisters, produced by Irresistible Studios, and directed by its rostered talent Tom Wakeling.

The comedic commercial sees an unassuming woman taken over by song after a sip of Yakult. With matching moves and adapted lyrics, it parodies the infamous ‘Numa Numa Dance’ video, in which vlogger Gary Brolsma lip syncs to the early ‘00s Europop anthem, ‘Dragostea Din Tei’ by O-Zone.

The multichannel campaign was devised by Brothers & Sisters with the iconic video - currently standing at over 700 million estimated views - at the core of the concept. Evoking their early internet nostalgia, the earworm aims to connect 25-50 year olds to the bacteria-loving brand. 

For the shoot, Irresistible Studios decided to forego fancy filmmaking to place the focus on the performance. Through intensive rehearsals and ‘Numa Numa’ study, campaign star India Shaw Smith and director Tom came up with a routine and an array of wide-eyed expressions to make Gary 'The Numa Numa guy' Brolsma proud.

The campaign airs across broadcast, social, OOH, and radio.

Director Tom Wakeling comments: “What a fantastic project to be a part of! The ‘Numa Numa’ video was one of the first videos I ever saw on the internet (circa 2004!), so it was with almost hallowed reverence that I sought to recreate it - while, of course, adding our own Yakult fun. Though, my biggest contribution unfortunately upstaged us all… Simba the Border Collie simply gave the best side-eye I've ever seen committed to film. Top dog acting.”

Rebecca Rezakhani-Hilton, director’s rep at Irresistible Studios, adds: “Our fabulous rostered director Tom has plenty of experience working with humour and movement, so he was an obvious choice for ‘My Yakult’. We believe this film has the power to polarise the public into either adoration or rage. Just like marmite, or Taylor Swift.”

She continues: “Tom loves to make beautifully crafted films that are as equally playful as they are mad, and as humorous as they are creative. And we are here for it! Plus, his short film, ‘Pattern’, has just been selected to feature at Raindance Film Festival - and he’s been invited to give a Q&A on the film!”