Posted on July 8, 2020

In New Ad, Biden Reintroduces Himself to Latino Voters

Ericka Conant, Al Dia News, July 6, 2020

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.


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.


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.


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.”