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Ever since Pulp Fiction gave second life to Dick Dale’s “Miserlou” (and helped revive Dale’s career), the 1962 instrumental has anchored many a TV spot, for brands ranging from Domino’s Pizza to Mountain Dew. Now TBWA\Chiat\Day wants to claim the king of the surf guitar as its own. “We wanted to do the definitive Dick Dale ad. Now no one can use him again!” laughs Rob Schwartz, creative director on Nissan.
For the first time, Dale himself (not just his music) is appearing in a commercial—TBWA\C\D’s new Armada SUV ad.
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