Attorney General Ken Paxton is stepping up his Senate race outreach with a major advertising push in three South Texas markets – Harlingen, Laredo and Corpus Christi. The campaign’s new buy, funded by the joint fundraising committee Paxton Victory, will spend roughly $300,000 each week on broadcast, streaming and digital spots.
Positive ad spot touts tax‑deduction plan
The first ad, titled “Ken’s Plan,” presents Paxton’s economic agenda as a series of tax deductions aimed at easing the cost of living for working families. It highlights deductions for items such as a down‑payment on a home and health‑insurance premiums, and frames Paxton as “leading the fight to make life affordable for Texans.” The message aligns with polling that consistently places cost‑of‑living concerns at the top of voter priorities for the November midterms.
Negative ad attacks Democrat James Talarico
The second spot takes a more aggressive tone, depicting Democratic state Rep. James Talarico in front of a gas pump and accusing him of supporting higher taxes on tips and overtime. The ad references Talarico’s opposition to the Republican‑backed spending and tax bill that extended the 2017 Trump tax cuts and added tax breaks for tipped wages and overtime pay. It also notes Talarico’s criticism of that bill’s cuts to Medicaid and SNAP, arguing his tax proposals would benefit the ultra‑wealthy.
Playing on the Spanish meaning of “rico,” the ad’s narrator says, “Rico? N’ombre, Tala‑broke. That’s what he’ll make Texas,” suggesting Paxton will lower costs while Talarico would raise them.
Paxton’s response and campaign messaging
In a statement, Paxton dismissed Talarico’s moderate branding, labeling his policies as “radical” and warning that, if elected, Talarico would “tax Texans into oblivion.” Paxton added, “While he’s focused on making life more expensive for working families, I will continue to fight to lower costs, put more money in your pocket, and restore the American Dream.”
Funding and broader GOP support
The ad buy follows a wave of spending from allied GOP groups. Texas PAC, an offshoot of the Senate Leadership Fund, has contributed about $60 million to Republican Senate races statewide. This month, the Trump‑aligned super PAC MAGA Inc. and other conservative groups have pledged tens of millions to boost Paxton’s campaign.
Race dynamics and polling
Recent polling shows Talarico holding a narrow lead over Paxton – an unusual development in a state that has not elected a Democrat to statewide office in more than three decades. Analysts describe the contest as a toss‑up, noting that Talarico has out‑raised Paxton and is spending heavily on his own advertising. Talarico’s recent digital ad counters the GOP attack by accusing billionaires of targeting him for his support of democratic reforms such as dark‑money bans and term limits.
Both candidates are framing the race as a battle for the “American Dream,” with Paxton emphasizing tax relief for families and Talarico advocating higher taxes on corporations and the ultra‑wealthy, along with a higher minimum wage.
What’s next?
As the campaign season intensifies, the South Texas ad buy will keep Paxton’s message in front of voters in a region where affordability concerns dominate. The outcome of this advertising war could shape the final weeks of the race, which remains one of the few competitive Senate contests in Texas.
Original reporting: Texas Tribune (HLL/CB) — read the source article.
