Ford dealers pioneered in joining together to support Texas-specific commercials. "Ford IS the BEST in TEXas." Anybody can remember that jingle. Chevy and Dodge pickups are promoted this way, also, and to the Spanish-speaking audience. A new one is a Ford promotion now airing in prime evening telenovela time that features Pablo Montero. He even addresses the audience directly. We remember him with Aracely Arámbula in Abrázame Muy Fuerte.