NationalJournal.com's Ad Spotlight

Tuesday, October 28, 2008

Hispanic Vote Targeted In Obama's Final Push

Filed under Barack ObamaFiled under Television AdFiled under Radio Ad
Posted at 3:50 PM
Click here to watch "El Sueno Americano."

Barack Obama is capping off what his campaign claims is "the most aggressive Spanish-language media effort in presidential campaign history" with a series of new TV and radio ads released Monday. In addition, Obama announced that, along with his purchase of 30 minutes of prime-time TV on CBS, NBC and Fox News, he will also run a half-hour spot on Univision at 8 p.m. Wednesday night.

Obama's final advertising push for Hispanic voters centers around "El Sueno Americano" -- or "The American Dream" -- (subscription), a TV spot in which the Democratic candidate speaks directly to viewers in Spanish. The ad is running in battleground states Colorado, Florida, Nevada, New Mexico and Virginia.

"We share a dream," Obama says, going on to detail what the American dream means to him: reward for hard work, quality health care and educational opportunity. Obama makes a direct appeal to voters: "I ask for your vote -- not just for me and the Democrats, but to keep this dream alive for you and your children."

The same audio is used in a one-minute radio version, which is running in the same states plus Indiana, North Carolina, Ohio, Pennsylvania and Wisconsin. In this version, a college student discusses the importance of education to her family. "My dad always tells me... don’t worry about the money, just keep on with your education as far as it will take you.” The announcer declares, "Our values and opportunities come from the sacrifices of our families," and Obama "is fighting to honor the sacrifices parents make for their children." He then outlines the candidate's proposal to give college students $4,000 toward their tuition in exchange for community service.

Obama is also releasing "Por Encima" -- or "Rising Above" -- in Colorado, Florida, Nevada and New Mexico. The announcer in this ad maintains that Obama is "rising above the negative ads to fight for us" and highlights his approach to solving problems. "I think that he is going to be the person that is going to help us," a woman attests. "He is my inspiration."

Both Obama and John McCain are doing all they can to reach out to Hispanics, a key voting bloc in these battleground states. Yet, according to Gallup, Obama holds a significant advantage among Latinos -- 61 percent to McCain's 29 percent -- heading into Election Day.