Automotive: Ford taps Hayek as hispanic spokesperson

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Mexican actress Salma Hayek is in the driver's seat in Lincoln Mercury's first Spanish-language campaign featuring a celebrity. As the Ford Motor Co. division's Hispanic spokesperson, Ms. Hayek stars in TV and print ads by WPP Group's Bravo Group that play on her growing fame.

Before this campaign, Lincoln's biggest Hispanic effort yet, the company used three different Hispanic agencies-all with different messages-for headquarters, dealers and regional efforts.

In one commercial, Ms. Hayek drives a Navigator luxury SUV as she talks about the entourage hired to manage her image, wardrobe, finances and schedule. In fact, they are all doing their jobs while packed into the Navigator, but only Ms. Hayek is allowed to drive the car. In the other spot, Ms. Hayek drives a Lincoln LS in a high-speed chase that turns out to be a movie stunt.

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