Joe Biden announced $25M ad buy reaching for Hispanic, Black voters
Screenshot from "Nosotros" ad, via Biden-Harris 2024.

That includes a play for Florida voters in key markets and demographics.

President Joe Biden isn’t waiting for the Republican nominee to be decided to reach Hispanic voters in Florida.

The incumbent’s presidential campaign announced a $25 million ad campaign ahead of the first sanctioned debate between Republican candidates. The blitz includes cable and broadcast TV ad buys in Hispanic and Black media outlets, alongside digital media purchases.

The ads target Black and Latino voters in battleground states, including Florida, Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania and Wisconsin. The Florida buy will specifically target Hispanic voters.

“As Republicans head to the debate stage next week to put on display their extreme and out-of-touch positions, we are investing in reaching Americans across the country with President Biden and Vice President (Kamala) Harris’ message for the middle class and for Americans’ fundamental freedoms,” said Biden campaign manager Julie Chavez Rodriguez.

“This historic buy ensures that the President’s message reaches all Americans where they receive their news and sends a clear sign that we are investing in an aggressive, meaningful, and effective paid media strategy. While Republicans duke it out in Milwaukee over their divisive and unpopular agenda, President Biden is amplifying his winning message and leadership as a president for all Americans.”

The ad campaign’s messaging focuses on middle-class job recovery and a rise in manufacturing during his first term.

One ad, titled “It’s Us,” will highlight ways the Biden administration’s policies have helped the Latino community. It will run in English and Spanish.

“Every action, every policy for Joe Biden is about who,” a Latina narrator states, “and since he’s taken office, unemployment in our community has been cut in half. Our businesses are the fastest growing in the country, driving our nation’s economic recovery.”

Images mix B-roll of Biden in the White House, sometimes with Vice President Kamala Harris, with stills of Biden with Hispanic workers in family settings. More shooting interwoven with the ad shows Hispanic workers in various job settings.

“The who President Joe Biden is fighting for isn’t the rich and powerful,” the narrator continues. “It’s us.”

The Hispanic outreach effort was led by Conexión, a media strategy firm led by Adrian Saenz.

Another ad, “First Day,” reaches out to Black voters.

“On his first day in office with a country in crisis, President Biden got to work. For us,” a Black woman narrates. “Cutting Black child poverty in half. More money for Black entrepreneurs. Millions of new, good-paying jobs. He’s lowered the cost of living and prescription drugs, but there’s more to do.”

In contrast, another ad, “Fought Back,” promotes an “optimistic vision” of America’s future. It describes an economic recovery since Biden took office nearly a year into the COVID-19 pandemic.

“It was the worst pandemic in a hundred years, the worst economic crisis since the Great Depression, but America fought back,” a male narrator states. “Today, unemployment is at record lows, our economy leading the world.”

Jacob Ogles

Jacob Ogles has covered politics in Florida since 2000 for regional outlets including SRQ Magazine in Sarasota, The News-Press in Fort Myers and The Daily Commercial in Leesburg. His work has appeared nationally in The Advocate, Wired and other publications. Events like SRQ’s Where The Votes Are workshops made Ogles one of Southwest Florida’s most respected political analysts, and outlets like WWSB ABC 7 and WSRQ Sarasota have featured his insights. He can be reached at [email protected].


  • Thomas Kaspar

    August 20, 2023 at 1:16 pm

    How much will you take from this brain damaged corrupt pervert ?

    • JD

      August 20, 2023 at 1:21 pm

      Are you referring to Trump or Desantis?

    • Abigail Winters, Child Prodigy (at least, compared to you!)

      August 20, 2023 at 2:26 pm

      Angry Thomas, President Biden was smarter, sharper than you when he was 14 years old, and he is smarter, sharper than you today. You are an angry little man who spews spit and black breath because you are frustrated that you do not have a right wing dictator in the White House to enforce your racism and bigotry.

      • Earl Pitts "The Ronald's UnOfficial Campaign Manager" American

        August 20, 2023 at 2:54 pm

        Good afternoon Abby,
        The leftist one size fits all Hispanics plan was this:
        Lets just open the borders and:
        1.) All the millions of Hispanics we let in will be so greatfull they will all obiediently vote for our Dook 4 Brains Leftist Democratic Party.
        2.) The millions of Hispanics already legally here in the USA will see the Democratic party as great to Hispanics and all vote for our Dook 4 Brains Leftist Democratic Party too.
        Well none of that is happening. Bring on the $25 Mill.
        All Hispanics came here to escape the Dook 4 Brains Leftist Governments in their home lands and funny how that works, Abby, but they wont vote for Dook 4 Brains Leftsts here in the USA.
        Thank you Abby,
        Earl Pitts “America’s Go To Political Guru” American

        • Abigail Winters, Child Prodigy (at least, compared to Earl)

          August 20, 2023 at 3:35 pm

          Your assertion, “All Hispanics came here to escape…Leftist Governments in their home lands,” demonstrates your lack of knowledge. While the Venezuelan and Cuban regimes are truly leftist, communist regimes, many more of the Central and South American regimes of the last five decades were right wing regimes, mostly military dictatorships dedicated to the eradication of their left wing and center opponents. It matters not to the oppressed citizens of those nations if the dictator who starves them, imprisons them, and murders them is from the left or right, they flee either kind of oppression if they can.
          And your assumption that all Hispanics will vote one way or another is the same ill-informed assumption the Democrats have made in the past, and for which they are now trying to atone. Racist fools like you will only help them in that effort.

          • Ocean Joe

            August 20, 2023 at 3:44 pm

            Uh oh, Earl got schooled by a chick!

          • JD

            August 20, 2023 at 7:42 pm

            It appears “Abby” PWNed Earl Shitts the Pitts and we all love the schadenfreude.

            Whose your “Daddy” Earl? Apparently it’s “Abby”.

  • marcus

    August 20, 2023 at 2:02 pm

    Just remember; if you don’t vote for me, you aren’t….(fill in the blank).

    • Ocean Joe

      August 20, 2023 at 3:52 pm

      Better said, don’t vote against your own interests. Specifically, why vote for the folks who want to restore the confederacy, who want to teach the “benefits” of slavery, who gerrymander minorities out of representation, who opposed the Civil Rights Act (as GOP and as southern Dems, now converted to the GOP), who all went nuts when we finally elected a Black president despite the fact that he and a Democratic party via stimulus restored a cratering economy.

  • eva

    August 20, 2023 at 2:10 pm

    Big Opportunity Home Base Work Take thousand Dollars
    Utilizing Here……………………………………..

  • Earl Pitts "The Ronald's UnOfficial Campaign Manager" American

    August 20, 2023 at 7:16 pm

    Good evening America,
    Pretending that you are denying the sweet sweet truth which Earl Pitts Americsn dropped America with his wisdom above with your non-senscial Dook 4 Brains leftist retoric and actually being successfull are two different things. And which whitey above is trying to speak for America’s fine Black citizens about conservatives bringing the Civil War back? You pale cuck white boys need to stop trying to speak fot America’s Black people. We are so sick of you two faced white liberals. Sit down and shut up.
    Thank you America,

  • Tropical

    August 20, 2023 at 11:05 pm

    I just skip right past your posts, pitts.
    Every single one.

  • Sonja Fitch

    August 21, 2023 at 3:17 am

    The comfort and reliance of Biden is and will continue to be good for America! Biden doesn’t need to exaggerate any of the issues from climate change to racism to sexism for his own ego. Thank you President Biden

Comments are closed.


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