Global dance-fitness phenomenon Zumba launched an "ultra-sexy" campaign to celebrate the New Year, bringing in chart-topping recording artist and LMFAO member Redfoo.
Dubbed "Say It. Believe It.," the effort comes to life in a confidence-boosting spot centered around the LMFAO's famous 2011 hit song "Sexy And I Know It."
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In a press release, Zumba Chief Marketing Officer Carolina Morales highlighted how the campaign sheds the heavy pressure that comes with making New Year's resolutions.
"With 'Say It. Believe It.' we wanted to create a campaign that's all about celebrating confidence and self-expression."
"Partnering with Redfoo was a no-brainer — his infectious personality, love for fun, and the undeniable confidence of 'Sexy and I Know It' make him the perfect fit to remind people to embrace their sexy, just as they are."
Redfoo chimed in to share how the campaign enables people to be themselves:
"That's why I'm so excited to team up with Zumba for this campaign. Zumba is all about bringing more happiness to the world, and that's a mission I can get behind."
The campaign will launch globally across TV and digital this January. Social media activations will also run from January 7 through the end of March.
Teaming up with an artist known for his unwavering confidence and love for dance, Zumba's new campaign is an inspired bit of influencer marketing.
It's also a perfect recipe for a viral marketing success, thanks to the partnership with one of pop music's most outrageous figures.
Daring to Dance
A 30-second film opens with a Zumba class full of students. Looking unsure of themselves, the ladies hesitate to start their workout as their inner thoughts on their appearance, age, and other factors can be heard.
Suddenly, Redfoo steps into the room with a surprise appearance to give the group a confidence boost.
Sporting his signature afro and colorful threads, he tells them to "say it" and waits for the magic words. Eventually, the class unites in a classic LMFAO-inspired rallying cry: "I'm sexy and I know it."
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The spot ends happily with the ladies regaining their confidence to dance.
Earlier this week, rapper Flavor Flav made a special appearance at the 2025 Duke's Mayo Bowl.
