Well over a year before the election, the Democratic National Committee has launched a campaign for President Obama, targeting Hispanic voters in four swing states. The Spanish-language spot takes a shot at Republicans for wanting to alter Medicare and give tax breaks to the rich, while touting Obama's record with health care, financial aid and cutting taxes.
The ad is running in Nevada (Reno and Las Vegas), Florida (Orlando, Tampa and Miami), Colorado (Denver) and New Mexico (Albuquerque), as well as Washington, D.C.
Obama won all four states in 2008 as he looked to bolster support among Hispanics.
Univision and Telemundo stations are counting on a run of political ad spending next year, so the DNC spot and other activity may be a surprise.
The DNC moved quickly as the Republican National Committee went on the air in Nevada, Colorado and New Mexico this week with a Spanish-language radio buy as well as an English-language TV spot. Advocacy group American Crossroads reportedly is behind a Spanish-language ad attacking the president, running in the same states (and Washington, D.C.) as the DNC spot, but also in the El Paso, Texas market.
DNC chief Debbie Wasserman Schultz stated Friday that Hispanic voters "have always been and continue to be a priority for the President. That's why it was important to reach them in Spanish and set the record straight."
"The President has been a fierce advocate on behalf of Latinos," stated Colorado Democratic Party Chair Rick Palacio. He noted, for example, that student loan reform offers Pell Grants to 150,000 more Hispanic students.