“Republicans only work for the rich,” says one ad, while Democrats “find solutions.”

“One of the things I like about one of the ads is that it’s in Spanish, and that’s how some of our community members speak it,” Cardona said. “I love that you can hear yourself in these commercials and can completely relate to yourself. It’s like, ‘Oh my God, this is like a conversation my family had at our last barbecue.’ »

$30 million project

The ads are part of a $30 million Building Our Base project launched by the DCCC to engage Black, Latino and Asian communities in the Pacific Islands. Under this program, the DCCC made a seven-figure investment in Latino-focused organizing programs last spring and an additional seven-figure investment in organizing programs to build relationships with communities and Latino voters.

The DCCC also announced on Tuesday a seven-figure investment in digital, print and radio advertising targeting Asian American voters in the Pacific Islands in battleground districts. Some of those ads, airing in California, Nevada, New York and Virginia, will highlight Republican opposition to abortion rights, which Democrats say is unpopular among ethnic groups — including Latinos — who do not personally believe in abortion but do not want the government involved in the decision and fear that other conservative social policies will follow.

While Democrats have historically fared better with Latino voters than Republicans, the GOP has reduced that advantage in recent cycles. Republicans flipped two South Florida seats in 2020, a year in which Trump made gains among Latino voters over his 2016 performance, particularly in South Florida’s Rio Grande Valley. Texas. In June, Republican Mayra Flores won the special election to serve the remainder of Democratic Representative Filemon Vela’s term in Texas’ 34th District, a seat Vela won by 13 points in 2020.