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Gatorade Taps Mexican NFL Player for New Campaign
March 09, 2006
By Mariana Lemann
PepsiCo on Monday will launch an advertising campaign for its Gatorade brand featuring NFL player Rolando Cantú. Developed by Dallas-based Dieste Harmel & Partners, the campaign is the first in which Gatorade will focus on a particular sport using a Hispanic athlete.
Cantú is the first student from a Mexican university to join the National Football League. He plays for the Arizona Cardinals.
"Chosen," a 30-second TV spot tells Cantú’s story. In the commercial Cantú recounts how he was often told he was not big enough to play in the NFL. Cantú was chosen, in part, to demonstrate to recently arrived Hispanic immigrants that it is indeed possible to succeed in this country, according to a Gatorade statement.
The campaign breaks nationwide Monday on Telemundo, Telefutura, Univision, GolTV and Azteca America. Supporting the TV ads, Rolando Cantú will be touring Hispanic cities as part of a public relations campaign for Gatorade.
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