Jamie Lee Curtis’ tenure as Activia spokesperson resurfaces after winning an Oscar

Jamie Lee Curtis’ win for her supporting role in Everything everywhere at once helped spark an early upturn for the Oscar-winning actress, but for many it was one of her other starring roles that came to mind.

She received a standing ovation after Ariana DeBose and Troy Kotsur announced their names. And in a rousing speech, she echoed the sentiment and waved at her EEAAO Cast and crew, their family and team, genre lovers and their parents (actors Tony Curtis and Janet Leigh) that “we just won an Oscar”.

Curtis’ decades-spanning career has spanned a wide spectrum of roles and genres. But for people of a certain age, Curtis is creditable for her years of tenure as Activia spokeswoman (to the point where there’s a whole SNL sketch for it).

Curtis has been open about the fact that working with Activia, which gives her the “yogurt that sucks,” allowed her to work while raising their children with husband Christopher Guest.

“That’s why I sold yogurt that fucks you up for seven years,” Curtis explained KingCasta podcast focused on Stephen King, in 2021 during promotion Halloween kills. “One of the reasons I’ve done commercials… I’ve been doing commercials for a very, very, very long time, partly so I can get over all that distance from my family. It allowed me to make money and stay home.”

But it was just as easy for some to blame Activia for Curtis’ win over fellow nominee Angela Bassett Black Panther: Wakanda ForeverHong Chau for The whaleStephanie Hsu for EEAAOand Kerry Condon for The Banshees by Inisherin. While Curtis’ win signals support for the film outside of more guaranteed wins like Ke Huy Quan’s performance, she may not have been people’s first choice to win (or the person from EEAAO they would choose that category) – and Activia might just be something of a scapegoat to stoke their frustration.

We reached out to Danone, Activia’s parent company, for comment.


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*Initial Release: March 12, 2023 10:09 PM CDT

Michelle Jaworsky

Michelle Jaworski is a staff writer and television/film critic at the Daily Dot. Covering entertainment, geek culture and pop culture, she has covered everything from the Sundance Film Festival, NYFF and Tribeca to New York Comic Con and Con of Thrones. She lives in Brooklyn.

Michelle Jaworsky

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