Shapiro's Latino ad blitz reaches out to voters he may need in 2028
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Gov. Josh Shapiro is launching a new six-figure ad blitz targeting Latino voters as Pennsylvania's governor's race shifts into high gear.
Why it matters: Winning over the state's growing Latino electorate could be key to Shapiro's reelection — and a test of his ability to build the broad coalition he'd need for a potential presidential run.
State of play: Roughly 1.3 million Latinos live in Pennsylvania, with many heavily concentrated along what's known as the 222 Corridor, encompassing Allentown, Hazleton, Reading and Lancaster.
- Political observers say that part of the state has seen growth in the Republican vote in recent elections, likely adding urgency to Shapiro's early focus on Latino voters.
The big picture: The race between Shapiro and GOP nominee and state Treasurer Stacy Garrity will heat up in the coming weeks, as political observers say many voters don't start tuning in until after Labor Day.
- The contest so far has been a bit of a sleeper.
- Shapiro has dominated Garrity in fundraising and remained in the spotlight with high-profile appearances, including in Philly rapper Meek Mill's latest music video, while Garrity has turned to President Trump for a boost.
Zoom in: The Spanish-language ad centers on an Allentown woman who says "prices are out of control" and her family feels like it's "impossible to get ahead," despite curtailing spending habits and bargain shopping.
- The woman then credits one of Shapiro's tax credit programs with putting more money back into her family's pocket.
- The ad ran on YouTube — where 43% of Hispanic adults regularly get news, per the Pew Research Center.
The latest campaign builds on the governor's "long track record" of delivering for and engaging with Pennsylvania's Latino community, Manuel Bonder, Shapiro's campaign spokesperson, tells Axios.
Between the lines: Cost of living is a major concern for families and small business owners facing higher prices, including on goods impacted by the Trump administration's tariffs.
What they're saying: Making early inroads with the Latino electorate is imperative for Shapiro in this year's governor's race — and beyond.
- He could be "positioning himself down the line" to return to those same voters in two years to ask for their vote for president, Randall Miller, St. Joe's professor emeritus of history and political commentator, tells Axios.
They'd want to know, "are you doing anything to help us now?" Miller says. "What Shapiro is saying is, 'I understand the problem. I empathize with the problem. I am proposing to do something that's going to help."
Reality check: The shifting primary schedule could give Latino voters an earlier say in choosing the Democratic presidential nominee, following the party's decision to move up states with heavy Latino populations, including Nevada and New Mexico.
The bottom line: Before he can test any national coalition in a White House bid, Shapiro must first secure a dominant win over Garrity.