MIAMI (Billboard) - The Energizer Bunny, that very recognizable icon of durability, aims to better reach Latinos via a music-driven advertising campaign.

Dubbed Musica Que Sigue y Sigue (Music That Goes On and On), the campaign features spots with well-known Latin acts penning what Energizer calls "their longest song ever." The ads drive consumers to the sigueysigue.com site, where they can download each full track for free, as well as get ringtones, behind-the-scenes footage from the filming of the commercials and contribute to creating the "longest song in the universe."

READ MORE: http://www.reuters.com/article/musicNews/idUSN0432938620080104

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