Comes to you thanks to the Marin Independent Journal:
West Marin shepherd was humble star of TV ads
Rick Polito
A West Marin shepherd, whose humble demeanor won him the attention of millions, is dead at 51.Dio Choperena, who was featured in a multimillion-dollar ad campaign for AT&T Wireless five years ago, died of cancer Sept. 12 at home in Petaluma.
Mr. Choperena was anticipating the birth of twin sons next month. "He wanted to hold them and see them so bad," his widow, Kathy, said Wednesday. "He's not going to be there. It makes it so hard."
A celebration of his life was held Tuesday in Petaluma.
Mr. Choperena grew up in Spain's Basque country and moved to the United States at age 17 to be a shepherd, drawn to the American West by "all the cowboy movies." He worked first in Wyoming but moved to West Marin when his brother needed help on a Tomales ranch.
His unlikely turn at stardom began Easter Sunday in 2000 as he sat in the William Tell Inn in Tomales. Mr. Choperena lived in Dillon Beach and the bar was a regular stop.
Casting director Toni Cervantes was on the hunt for an authentic shepherd for the AT&T campaign and was down the street at Diekmann's General Store scanning the phone book for dairy ranches, when a friend of Mr. Choperena's friend told her about the shepherd and pointed here to the William Tell.
Mr. Choperena appeared in a series of TV spots and print ads, making cell phone calls amid his flock. The commercials featured him leading his sheep along busy downtown streets and through the colorful Venice Beach.
The shepherd maintained his humble habits despite the fame.
Three years ago, he became a landscape contractor, starting a new business and moving to Petaluma. But he kept his sheep. He owned 400 at the time of his death.
Kathy Choperena says her husband remained vigorous until the end. "He worked up until two days before he died," she says.
His widow suggests donations in his memory to the American Cancer Society.
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