|Singer and soap opera star Pablo Montero has signed on to promote the Ford F-150 "Lobo" edition.
The singer and actor appears in Spanish-language TV commercials that broke this week for the F-150 Lobo, the first vehicle Ford developed exclusively for the Latino market.
Cinco de Mayo concert
The Mexican-born celebrity will also do promotional events for the automaker, including a Ford-sponsored Cinco de Mayo concert in Dallas May 1.
The ads are from WPP Group's JWT, Dallas, which handles the Ford Division's regional account in Texas.
Ford already sells the Mexican-made Lobo south of the border. A Ford spokesman said the new initiative makes sense because the vast majority of Hispanics in Texas are from Mexico or have Mexican relatives. He said Ford has 1,500 of the pickups available and that the regular F-Series pickup line has been the best-selling truck to Hispanics in the U.S. since 1996.