Word: bamba
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Dates: during 2000-2009
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...first client was Columbia Pictures, which was trying to figure out a way to market La Bamba, its 1987 movie about rock star Ritchie Valens, to the Latino audience. That same year she won a Clio Award--the first ever given to a Spanish-language ad--for a Mountain Bell commercial. Now, as head of her own agency based in Santa Monica, Calif., with clients as diverse as Wells Fargo Bank and the Carl's Jr. hamburger chain, Anita Santiago is the most prominent ad executive in a hot niche. Latinos spend $300 billion annually, an amount that will double...
Enrique Iglesias followed, starting off on a high note with "Rhythm Divine" and "Be With You." He then moved on to a rendition of Ritchie Valens' "La Bamba," introducing it with a cheesy salute to diversity. "No matter what you are--English, Chinese--you gotta love this song." But he wasn't done pandering to the crowd yet. Pulling Stella, a frizzy blonde, from the crowd and onto stage, he serenaded her with his slower song "You're My #1." After telling her "you gotta stand still and look me in the eye the whole time," he placed her hand...