Hoping to add some bite to its multicultural advertising, Bud Light has hired hip hop star Pitbull in a new TV campaign aimed at tapping into the Cuban-American’s rising stardom and crossover appeal, reports AdvertisingAge. Alcohol companies are competing fiercely for Hispanic dollars. Pitbull “epitomizes everything that our brand is about. He’s fun. He’s outgoing. He’s social,” Mike Sundet, senior director for Bud Light, told Ad Age.