7UP launched "Light it Up," an ad featuring DJ Tiesto that's part of the #7 x 7UP campaign that features seven electronic dance music artists. The ad, from Deutsch LA's DLAtino multicultural marketing practice, targets Latinos with an ad in English, not Spanish. The spot was shot in a hillside village in Valparaiso, Chile. The village was rewired to light up and the performance space built was later donated to the village as a park. Tiesto played for three consecutive nights from dusk to dawn, with fans sleeping in the streets.