U.S. Senate candidate James Talarico promise to serve all in El Paso
U.S. Senate candidate James Talarico discusses key public issues in Texas during the first stop of his Frontera Tour July 11, 2026 in El Paso.
Democratic U.S. Senate candidate James Talarico is once again bringing his message directly to Spanish-speaking Texans.
Talarico released his second Spanish-language campaign ad Tuesday, Aug. 25, ahead of his general election showdown with Republican U.S. Senate candidate Ken Paxton on Tuesday, Nov. 3. The ad is slated to run across the state in the Houston, Dallas-Fort Worth, San Antonio, Harlingen/McAllen, Corpus Christi, Laredo and El Paso media markets.
Entitled “A Los Guerreros,” the latest ad follows his World Cup Spanish-language ad and builds on Talarico’s commitment to reaching the nearly 8 million Spanish speakers in Texas.
The ad tells Talarico’s life story, from being raised by a single mother and learning about faith from his grandfather to being a public school teacher in San Antonio and eventually being elected to the Texas House of Representatives.
The ad also notes Talarico’s record of passing legislation to cap the price of insulin and passing more than 60 bipartisan bills in the Texas House.
“My mom was a fighter,” Talarico says in Spanish in the ad. “She taught me how to stand up to bullies. And that’s exactly what I want to do in the U.S. Senate.”
Talarico’s latest ad comes only weeks after Paxton released a Spanish-language ad of his own. Paxton’s ad focused on his “Protecting the Texas Promise” agenda, an economic plan his campaign said would “put thousands of dollars back in the pockets of hardworking Texas families.”
Adam Powell covers government and politics for the El Paso Times and can be reached via email at apowell@elpasotimes.com.
