The Los Angeles mayoral race is heating up, and campaigns are vying for the crucial Latino vote. A recent attempt by Spencer Pratt’s campaign to appeal to this demographic has, however, been met with scrutiny.

AI-Animated Ad Sparks Debate

Last weekend, a social media account called Latinos Por Pratt released an AI-animated music video promoting the former reality television star. The video features a fit Spencer Pratt rolling a trash bin containing debris and Mayor Karen Bass past cheering crowds, with the Hollywood sign in the background.

“Spencer, Saca La Bassura”

The title of the video, “Spencer, Saca La Bassura” – “Spencer, Take Out Trashy Karen” – plays on Mayor Bass’s last name and the Spanish word for “trash.” Scenes of Bass’s trip to Ghana are juxtaposed with images of the Palisades fires, and Pratt is shown dancing with his wife, Heidi Montag, amidst waving Mexican and U.S. flags.

Musical Misstep and Authenticity Concerns

Despite aiming for a Latino audience, the ad’s soundtrack has been criticized for its distinctly Miami and Cuban salsa rhythms, rather than the corrido, cumbia, Latin rock, and pop music prevalent in Los Angeles’s largely Mexican and Central American Latino communities. The lyrics, such as “Latinos for Pratt we’re singing/Because we’re tired of this dirty beat,” further contribute to the perception of inauthenticity.

Competing Campaigns Respond

The release of the ad prompted a response from the Bass campaign, with a group called Latinos Con Bass hosting a rally featuring prominent speakers like state Sen. Maria Elena Durazo and Angélica Salas of the Coalition for Humane Immigrant Rights. Bass greeted the crowd with the rallying cry “¡Sí se puede!”

A Controversial Slogan

However, the use of “¡Sí se puede!” has drawn attention due to recent revelations about César Chávez, the labor leader historically associated with the phrase, and allegations of sexual assault. Critics argue that the Bass campaign’s event felt more like a display of establishment support than a genuine grassroots effort.

The Man Behind the Ad

The ad appears to be the work of Adrian E. Alvarez, a Cuban American lawyer who splits his time between Miami and Los Angeles. Alvarez did not respond to requests for comment. Critics suggest that a corrido, a traditional Mexican ballad, would have been a more effective choice to resonate with the majority of Latino voters in Los Angeles.

Political Implications and Voter Sentiment

A recent UC Berkeley poll revealed that 56% of likely voters view Mayor Bass unfavorably. While she currently leads Pratt among Latinos (29% to 16%), a significant 27% remain undecided – the highest percentage of any ethnic group. Pratt, a registered Republican, faces an uphill battle given his stance on immigration.

Despite his challenges, Pratt’s repeated use of the nickname “Karen Basura” has injected Spanish into his campaign in a way his rivals haven’t. His campaign recently teased another video featuring Pratt as Batman, further demonstrating a willingness to engage, albeit unconventionally. Bass responded to the initial ad on social media with a post highlighting “Latinos Con Bass,” which was perceived as insecure posturing.