What exactly is going on in those Activia ads, anyway? One minute actress Jamie Lee Curtis is talking. Then comes a graphic of a female-looking abdomen with a bunch of yellow dots swarming around in the middle. As 14 calendar pages flip, the dots arrange themselves in the shape of a downward-pointing arrow. A mysterious orb appears at the base of that arrow, and then it follows the arrow as it moves toward the bottom of the screen and disappears.