Allstate Financial Inc. has hired Tony Plana, who plays a part in the ABC comedy “Ugly Betty,” to tell Hispanic consumers about the value of life insurance.

Hispanics tend to be less likely than non-Hispanics to have life insurance, according to Allstate, Northbrook, Ill.

Plana plays the “Ugly Betty”character Ignacio on the popular ABC television comedy, “Ugly Betty.” In the new campaign, he talks about his personal experiences and emphasizes the need for every Hispanic adult to buy life insurance to protect his or her family from financial disaster.

Only 33% of married Latino couples have life insurance for both spouses, Allstate reports.

Allstate will be running radio and TV ads featuring Plana on Spanish-language stations in coming weeks, the company says.