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The Harris campaign is targeting Latino voters with a paid media blitz in battleground states starting today as Harris heads to Arizona and Nevada for a multiday swing.
The seven-figure buy will feature a new ad in both English and Spanish that will run over the next two weeks leading up to the Democratic National Convention, according to details first shared with NBC News.
The 60-second spot highlights Harris’ upbringing as the daughter of an immigrant mother, with the narrator saying: “Determination is how Kamala Harris went from working in McDonald’s to prosecutor, state attorney general, U.S. senator and our vice president — in only one generation.”
It features photos of Harris as a young child and then goes through the years of her early career in California, citing her work to “beat the banks that kicked families out of their homes.”
The ad will run on TV, radio and digital platforms during high-viewership events that appeal to Latino voters, including the Olympics, Major League Baseball games, telenovelas, game shows and soccer matches, according to the campaign.
“Vice President Harris knows the power of determination. It’s why throughout her life she’s taken on violent criminals, big banks, and greedy corporations—and won,” Harris senior spokesperson Kevin Munoz said in a statement. “Vice President Harris will use that same determination to beat Donald Trump, who is proudly running on an anti-Latino platform that demonizes immigrants, raises costs, and would make our communities less safe.”
The ad ends with Harris leading call and response with an audience on her new campaign motto: “When we fight, we win.”
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