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Deutsch L.A. is launching its first work for 7UP, an account it quietly won from mcgarrybowen last year.
The spot, “Light it Up” features DJ Tiësto as part of the #7 x 7UP pitch that features seven musical artists in support of the brand. It was produced by Deutsch’s DLAtino multicultural unit, which was created last summer and has also worked for agency client Taco Bell.
Dr Pepper Snapple Group is trying to reach Latinos through their favorite music and Tiësto, although Dutch, is one of the top DJs and popular electronic dance music artists among Latino audiences.
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