In a move aimed at Texas’ growing Hispanic electorate, the Truth and Courage PAC – the super PAC that supports Sen. Ted Cruz – launched a seven‑figure Spanish‑language advertising blitz on Friday. The ads, streamed on digital platforms, target Democratic Senate candidate James Talarico and are directed specifically at Hispanic Christians.
Ad content attacks Talarico’s statements on gender
The 30‑second spot features short clips of Talarico saying, “God is nonbinary” and that there are “six biological sexes.” The narration, delivered in Spanish, labels Talarico a “lobo disfrazado de oveja,” or “wolf in sheep’s clothing,” warning voters that his views are out of step with Christian faith.
During a recent CNN town‑hall, Talarico explained that his remarks were meant to illustrate that God transcends human categories such as gender. He said he was being intentionally provocative and, as a seminary student, was still learning how to discuss the topic responsibly.
Cruz and Republican leaders weigh in
Sen. Cruz himself called Talarico “dangerous” on the Clay Travis and Buck Sexton Show, describing the Democrat as a “hard left‑wing zealot” who sounds like a preacher but hides his true agenda. Cruz’s comments echo the ad’s message that Talarico’s positions clash with the values of many Texas voters.
Republican strategists point to the 2024 election as evidence of growing Latino support for the party. President Donald Trump carried 11 of 13 heavily Hispanic border counties, and Cruz won eight of those counties in his own Senate race, bolstered by a statewide Spanish‑language media push.
Advertising spend and the Hispanic vote
According to ad‑tracking firm AdImpact, Republicans have spent roughly $3.5 million on Spanish‑language ads in this Senate race – about 1.5 percent of their total advertising budget. Democrats have outspent them in this arena, purchasing $5.3 million of Spanish‑language ads, or about 5.4 percent of their overall spend.
Earlier in the campaign, the PAC invested six figures in a South Texas ad that used a play on Talarico’s name to criticize his economic policies, though most of its messaging remained in English. Prior to the new Spanish spot, Truth and Courage PAC had already spent $2 million on English‑language ads that highlighted Talarico’s alleged ties to Chinese land holdings in Texas.
What the polls say
Current polling suggests Hispanic Texans may be shifting back toward Democratic candidates, a swing that could prove decisive for both the Senate race and down‑ballot House contests. While the poll does not provide a prior‑period comparison, analysts note that the Hispanic vote has historically leaned Democratic, and any movement toward the GOP could be pivotal for Attorney General Ken Paxton and other statewide Republicans.
Republican operatives remain confident that targeted outreach, especially in Spanish, will help solidify support among Latino voters who value faith‑based messaging and conservative family principles.
Original reporting: Texas Tribune (HLL/CB) — read the source article.
