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'Soy Barack Obama y apruebo este mensaje'

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Hoping to reach out to Latino voters, Barack Obama is using Spanish-language television advertising on Telemundo and Univision here in Los Angeles.

The commercial began airing yesterday, and is centered around the concept of hope. The message features a Spanish-speaking narrator and the Democratic Presidential candidate hopeful delivering his words in English with subtitles. The content focus on the autobiographical, with the aim of appealing to the largely immigrant community on the basis of his own experience as the son of an immigrant himself and the power of pursuing the American Dream.

The Latino vote in California is crucial for any of the Democratic candidates in next month's Super Tuesday primary. Max Follmer explains in The Huffington Post: "Latino voters are expected to account for as much as a quarter of all voters in the upcoming Golden State primary and, according to numerous political observers, Obama faces a steep, uphill climb in winning their support." Obama's chief rival, Hillary Clinton, demonstrated her appeal to the Latino community with her bringing in the bulk of the demographic's vote in Nevada's primary--despite Obama nabbing a major union endorsement in the state.

The Illinois Senator also recently received a similar endorsement here in Los Angeles, from labor leader Maria Elena Durazo. She told the LA Times recently why she is supporting Obama: "On a personal level, he really embodies the slogan we use a lot, Cesar Chavez's 'Sí, se puede.' (Yes, we can.") He has proved it by the way he inspires voters, the way he mobilizes." Perhaps a part of Durazo's own dream came true when she was named national co-chair of Obama's campaign this week.

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Obama is hoping he can, too. But in California, he needs the Latino vote to help make his American Dream possible.