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DaimlerChrysler's West Business Center and the California Dodge Dealer Association continue to expand their partnership with Mexican "corrido" king Lupillo Rivera by recording a 10 second Public Service Announcement asking consumers to don't drink and drive.
The PSA was recorded by Lupillo Rivera on behalf of Dodge for radio and TV use. It will be sent to TV and radio stations throughout California and airing will be up to the individual stations.
"It was a natural", states Enrique Turegano, VP-Account Director for GlobalHue, DaimlerChrysler's multicultural marketing agency; "Lupillo does an enormous amount of pro-community work and this idea came from a conversation we had while recording some of the Dodge material."
Lupillo Rivera appears in Dodge creative throughout California and can be seen this year driving his new Dodge Ram 1500 Big Horn.
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