Democratic Rep. Jacky Rosen (Nev.) has divided up her Senate campaign’s message by producing ads in English attacking Rep. Nancy Pelosi (D., Calif.) and ads in Spanish attacking President Donald Trump.
The difference in the ads was highlighted by Richard Epstein in a Wall Street Journal article about Rosen’s campaign against Sen. Dean Heller (R., Nev.). Her English ads emphasize her bipartisanship and ability to provide a check on Pelosi, the House minority leader, while her Spanish ads focus on Trump.
"In different communities, you go in and you try to meet people where they are and talk to them about issues they care about the most," Rosen told the Journal.
The difference in Rosen’s ads show she switches up what issues she talks about based on the audience. A prominent Spanish ad themed after the World Cup shows footage of fans of the Mexico national soccer team and a red card with Trump's face on it, promising the audience that Rosen will stand up to him to support Dreamers on immigration issues.
Excited to release a new TV ad in Spanish around the #WorldCup! I’m not afraid to stand up to President Trump and I will fight for a secure future for our Dreamers. WATCH >> #NVSen pic.twitter.com/TxvnD4iFQB
— Jacky Rosen (@RosenforNevada) June 14, 2018
Meanwhile, Rosen’s ads in English emphasize her willingness to buck her party.
"Jacky Rosen wrote legislation to improve veterans’ healthcare, and President Trump signed it into law," an ad titled "We Need That" says in English. "Rosen stood up to Nancy Pelosi to reform the VA."
The ad also tells the audience, "Rosen gets things done because she works with both parties."
The theme of providing these different messages has held true through the months of her campaign. Another Spanish ad "Compas" (Spanish slang meaning "buddies") shows Heller and Trump as pals who both want to build a wall on the southern border with Mexico.
"Trump orders and Heller obeys," the ad says in Spanish.
"The only question is, what will you and your ‘compas’ do to stop [Heller and Trump]?" the ad asks.
Polls have shown Trump’s approval among minority voters significantly lower than among white voters. Hillary Clinton won Nevada in 2016, but polls show Heller holding a slight lead.