Biden's $25 million 'facelift': Ad campaign aimed at repairing his image with Hispanics and African-Americans

Joe Biden will seek a second term, and to succeed, will try to maintain and/or enlarge the voter base that brought him to the White House in the first place. Hispanics and African-Americans are a fundamental part of this group and are also two factions gradually moving away from the Democratic Party. The president's campaign is painfully aware of this and is now spending a fortune on ads to try and keep them close.

Recently, pollster HIT Strategies revealed strong discontent among voters of color with Biden's economic policy. "Discouraged," "pathetic," and "pessimistic" were some of the descriptors mentioned in a focus group in which all participants had opted for the Democratic ticket in 2020. Some even acknowledged things being better when Trump was president, which is of definite concern to those in the White House.

The case of Hispanics is even more problematic for Democrats. Trump took over a third of their votes in 2020, and the midterm elections saw the GOP claim 39% of Latinos. The trend is even bleaker for Democrats when you factor in the strong Republican showing in historically blue counties of Texas and Florida.

To combat this situation, Biden's presidential campaign has launched a $25 million ad campaign to prevent the loss of voters to the Republican Party. The ads will run for 16 weeks in key states such as Arizona, Michigan, Nevada, Pennsylvania and Wisconsin and will be targeted specifically towards Hispanics and African Americans.

"As Republicans head to the debate stage next week to put on display their extreme and out-of-touch positions, we are investing in reaching Americans across the country with President Biden and Vice President Harris’ message for the middle class and for Americans’ fundamental freedoms", said Julie Chavez Rodriguez, director of the president's re-election campaign.

"This historic buy ensures that the President’s message reaches all Americans where they receive their news, and sends a clear sign that we are investing in an aggressive, meaningful, and effective paid media strategy. While Republicans duke it out in Milwaukee over their divisive and unpopular agenda, President Biden is amplifying his winning message and leadership as a president for all Americans."