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Longoria to star in Spanish-language Pepsi
commercial
 February
23, 2006 -- Latin
beauty and star of hit show "Desperate Housewives," Eva Longoria will dance
her way back onto Spanish-language TV in the latest Pepsi commercial.
Set to air February 23
during the telecast of Premios Lo Nuestro, “Rain,” which features Longoria
enjoying a Pepsi while dancing in the rain, will make its debut on
Spanish-language networks, including Univision, Telefutura and Telemundo.
The new spot, created by Dieste Harmel & Partners, marks a departure from
traditional Spanish-language celebrity-driven advertising. Historically, Pepsi
has featured stars that made their names in Latin America for its Spanish
language ads. Shakira and Ricky Martin both starred in Spanish-language Pepsi
commercials, prior to crossing over into mainstream media. With “Rain,” Pepsi is
betting that Spanish-speaking Americans already know a thing or two about
Longoria.
“Today’s media landscape is more fluid than ever,” says Lara Montilla, senior
manager of multicultural marketing for Pepsi-Cola North America. “Latinos,
especially Latino youth, consume many types of media in English and Spanish. We
recognize this new reality and with ‘Rain’ we’re showing that it’s perfectly
acceptable and even expected to see your favorite star from an English-language
show during a break in your favorite Spanish-language programs.”
In many ways, Longoria represents this new Latino reality. Born and raised in
Corpus-Christi, Texas, the Mexican-American actress is part of the new wave of
Latino youth who grew up in the United States and are embracing their Latin
roots. “My heritage is who I am. It’s my language, my food, my music,” says
Longoria. “For me, it’s extra special to do these commercials and air them on
Spanish and English networks.”
“Rain” opens with Longoria walking out of a bodega, Pepsi in hand. It’s pouring
outside and people are running for cover, but Longoria simply takes a sip of her
Pepsi, and defiantly starts dancing in the rain. She irresistibly struts her
stuff, even while city dwellers are trying to stay dry. It’s the taste, the joy,
it’s the Pepsi. The ad closes with the tag “Goza el Sabor” (Enjoy the taste).
“Rain” is Longoria’s third ad for Pepsi and the second one to air on
Spanish-language TV. Last year, the “Desperate Housewives” star appeared with
Sean ‘P. Diddy’ Combs in a commercial that aired during the Super Bowl and
starred in a Spanish-language spot “New Neighbor.” Longoria was also named one
of the 50 Most Beautiful People by People en Espańol in 2005.
About Pepsi
Purchase, N.Y.-based Pepsi-Cola North America (http://www.pepsi.com) is the $4
billion refreshment beverage unit of PepsiCo Inc. in the United States and
Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi,
Pepsi Twist, Pepsi Vanilla, Mountain Dew, Diet Mountain Dew, Mountain Dew Code
Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, Mug, Slice, Aquafina,
Aquafina FlavorSplash, Aquafina Sparkling, Quaker Milk Chillers, Dole
single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and
markets North America's best-selling ready-to-drink iced teas and coffees,
respectively, via joint ventures with Lipton and Starbucks.
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