June 16, 2008 -- In an attempt to attract the Hispanic consumer, Mexican pop star, Thalia, is new face of AT&T South America.

AT&T is featuring pop star Thalia in a TV commercial directed by producer Emilio Estefan. The ad, which airs nationally on Spanish-language networks and cable, is part of the carrier's "Best Coverage" campaign. It features Thalia at a video shoot touting the wireless service while her new single "Ten Paciencia" is playing.

The AT&T campaign with Thalia also includes local radio spots in 10 markets and local television in 24 markets. The "Ten Paciencia" ringtone is the subject of a national online promotion.

Other elements of the campaign running through the fall include in-store Thalia posters at AT&T stores and specially-created TV spots for Telemundo's broadcasts of the Mexican national team's soccer games. Those will also air on big screens at the exhibition games played in the U.S.; they feature Thalia wearing a Mexico soccer jersey and a text code for downloading the "Ten Paciencia" ringtone.

One features the sexy star wearing a Mexico soccer strip and cheering on her national team.