Obama Super-PAC and National Union Unveil $4 Million Spanish-Language Ad Blitz

<a href="http://www.flickr.com/photos/barackobamadotcom/5655674841/">Barack Obama</a>/Flickr

For indispensable reporting on the coronavirus crisis, the election, and more, subscribe to the Mother Jones Daily newsletter.

Hispanic voters are crucial to President Barack Obama’s bid to win a second term in office this November. To bolster the president’s Latino base, the pro-Obama super-PAC Priorities USA Action and Service Employees International Union on Monday launched a $4 million Spanish-language ad campaign in Colorado, Florida, and Nevada slamming GOP nominee Mitt Romney.

Priorities and SEIU unveiled a different TV ad for each state, though each are titled “Mitt Romney: En sus propias palabras” (Mitt Romney: In his own words). The ads pluck out quotes of Romney’s—”You can focus on the very poor; that’s not my focus”; “I’m also unemployed”; “I like being able to fire people who provide services to me”—then show Hispanic men and women reacting negatively to Romney’s remarks. “What about us? He’s not thinking about us,” one woman remarks. “He is…just thinking about those that have made money already,” says another woman. The ads end with the message: “Mitt Romney: His words say it all.”

Here are the three Priorities-SEIU ads:

Florida:

Colorado:

Nevada:

The Priorities-SEIU ad blitz comes as GOP-friendly super-PACs and shadowy nonprofits are spending tens of millions attacking Obama. A month ago, Crossroads GPS, founded by GOP political gurus Ed Gillespie and Karl Rove, announced plans to spend $25 million on a monthlong ad blitz in 10 battleground states.

Priorities has struggled to keep pace in spending with other candidate-specific super-PACs. The pro-Romney super-PAC Restore Our Future, which is run by Romney’s former political director Carl Forti, has spent $46.5 million so far this election cycle. Even the now-dormant Winning Our Future super-PAC, devoted to electing Newt Gingrich before he dropped out of the race in early May, spent $17 million.

The Priorities-SEIU ads are attempt to define Romney as someone who won’t work in Latinos’ best interests. “This ad is part of a broader effort to ensure Latino voters know the stakes in this election and who has been on the side of Latino families and who will continue to stand with them in the coming years,” SEIU national political director Brandon Davis said in a statement.

SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

payment methods

SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate