The Republican Party, long-marooned from the Latino voting bloc, has begun a concerted effort to mobilize this constituency as its own, particularly ahead of the 2014 and 2016 elections.
The most recent attempt at making its message resonate with Hispanic voters comes from the House, where GOP leadership has harnessed its new-media savvy to create an outreach video starring its Spanish-speaking members.
The House Republican Conference unveiled its latest Spanish-language video Wednesday, which features California Reps. Jeff Denham and David Valadao, along with Florida Reps. Ileana Ros-Lehtinen and Trey Radel.
Titled "Energía Norteamericana," or "American Energy," the 1-minute, 42-second video highlights "the importance of an all-American energy plan that would create jobs and unleash countless opportunities for the Hispanic community," according to a Republican Conference press release.
"With more than 2 million Latinos looking for work, we need more jobs, we need more opportunities, and we need them now," say the lawmakers, according to a translation provided by the Republican Conference. "Tapping into American energy would unleash countless job opportunities. It would create jobs, lower prices at the pump and give all of us a more secure future.
"Republicans are working every day to improve people's lives in our communities and create more jobs," they say. "An all-American energy plan would do just that."
This particular video's release, however, coincides with this week's House floor consideration of legislation that would allow construction on the controversial Keystone XL pipeline to commence without the need for a permit from the White House.
While critics argue the pipeline would have devastating environmental effects, supporters say it would maximize America's access to cheaper energy sources and in general contribute to a more robust U.S. economy.