Title: Biden’s New Ad Targets Latino Voters, Highlights Contrasting Republican Agenda
For the third time in less than a month, President Joe Biden’s campaign is launching a television advertisement aimed at Latino voters. Recognizing the significance of this voting group’s support in his 2020 victory, Biden is keen to maintain their allegiance and fend off competition from 2024 Republican presidential contenders, including former President Donald Trump.
The upcoming ad, titled The Difference or La Diferencia, is scheduled to air next week in key battleground states like Arizona, Nevada, and Pennsylvania. Moreover, it will also be featured on various digital platforms in Georgia, Michigan, Wisconsin, and North Carolina. Interestingly, this ad will be the first to highlight the contrasting agendas of the parties and focus specifically on the concerns of Latino voters, arguing that the Republican platform will be detrimental to their interests.
The 30-second ad sets the stage for voters, offering them a choice between two agendas in the upcoming 2024 election. One represents an agenda that aims to lower costs and invest in Latino communities and businesses. This stands in stark contrast to what the ad describes as the MAGA Republicans whose platform caters solely to the wealthy and powerful.
Emphasizing the Biden campaign’s recognition of the political power held by Latinos, the ad intends to make its case early and aggressively, dispelling any notion of voter complacency. To fund this endeavor, the ad buy is set to be in the range of seven digits, and it forms part of a $25 million advertising blitz by Biden’s campaign. This massive investment is strategically aimed at reaching out to both Latino and Black voters, particularly in key battleground areas. Notably, it represents the most significant ad buy initiated by any presidential campaign at this early stage of the primary cycle.
Responding to this latest move by the Biden campaign, Jamie Florez, the Hispanic outreach and communications director for the Republican National Committee, accused Democrats of taking the Hispanic community for granted for far too long. Florez contended that no amount of money spent on advertising would alter the fact that Biden’s policies have been detrimental to the Hispanic community, highlighting concerns related to the economy, the border, and rising crime. In contrast, Florez emphasized that Hispanic voters have historically leaned Republican due to the party’s record on achieving low unemployment rates, high home ownership rates, and increased average incomes.
Just last week, the Biden campaign released its first Spanglish advertisement on the first day of Hispanic Heritage Month. This 15-second spot is being aired on sports content platforms and Spanish-language networks like Telemundo, in addition to television broadcasts in Nevada, Pennsylvania, and Arizona. The campaign’s focus on engaging Latino voters is evident, as they aim to remind them of the clear choice before them: a president and vice president fighting for Latino workers, advocating for increased wages and protections versus a Republican Party that, in their view, has a history of shipping jobs overseas, attacking immigrants, and being detrimental to American workers.
Senior campaign advisors believe that this latest ad will provide a sneak peek into the campaign’s strategy to counter next week’s second GOP presidential debate, to be held at the Reagan Library in Simi Valley, California. The Biden campaign is sending several team members to participate in the event.
As the battle for Latino voters intensifies, the Biden campaign is making a concerted effort to solidify their support base by emphasizing their commitment to Latino communities and businesses. However, Republicans are determined to challenge this narrative by highlighting their own accomplishments and policies that have benefited the Hispanic community in the past. With the 2024 presidential election on the horizon, both parties are aware of the importance of Latino voters and are vying for their support in a bid to claim victory.
