In New Ad, Biden Reintroduces Himself to Latino Voters

Hillary Clinton overwhelmingly took the Hispanic vote in the 2016 election, taking 66% of the Latino vote on election day.

In contrast Joe Biden’s popularity within the Hispanic and Latino community is not as resounding. 

Yes, he has a lead over Trump, but that margin is alarmingly narrow considering Clinton had higher pre-election polling rates among the demographic and Trump still won the overall election.

Bernie Sanders had a huge following among Latino voters before the presidential primaries because of his stances on topics Latinos hold with high importance such as healthcare and education.

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In the ad titled, “Los cuentos no pagan las cuentas” or, “Telling stories won’t pay the bills,” Biden uses micro-targeting to speak to sub-categories within the Hispanic and Latino communities.

In each Latino-speaking region where the ad was released, the narrator had a different accent.

For instance, in Orlando the accent was Puerto Rican, in Miami the narrator had a Cuban accent, and in Phoenix it was Mexican.

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By targeting Hispanic and Latino votes in states that could flip, he is at least letting those voters know he acknowledges them. Targeted messaging can be used to better connect with a demographic that could bolster the win.

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Biden’s campaign has also recently announced the formation of the Latino Leadership Committee, in an effort to “engage Latinos and communicate how Joe Biden will fight for Latino families.”

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