Democratic U.S. Senate nominee James Talarico is launching his first TV ad of the general election with a spot in Spanish set to air during the FIFA World Cup, in an effort to win over Latino voters in Texas.

Talarico’s Ad Buy

The statewide ad buy, which comes in at more than $800,000, will air on Telemundo during every U.S. and Mexico group stage match of the tournament. Talarico is facing Attorney General Ken Paxton, the Republican nominee, in what will be a vastly expensive battle.

In the 30-second ad, a narrator in Spanish emphasizes Talarico’s background as a teacher and public education advocate, his plans to defend Social Security and Medicare, and his push to raise taxes on billionaires. Talarico’s campaign has been focused on bringing Latino voters back to the Democratic fold, following recent election cycles when their swing to the right powered landslide wins for Texas Republicans.

Recent polling has shown Talarico and Paxton running essentially even, with Talarico winning Latino voters by 12 percentage points over Paxton. The Austin Democrat maintained a net positive 11-point favorability rating among Latinos, with a quarter unsure, while Paxton was 12 points underwater with 20 percent unsure.

Original reporting: Texas Tribune (HLL/CB) — read the source article.