“Antes yo te quería pero ya no / Tú me gustabas pero ya no / Yo estaba pa’ ti pero ya no, eh / Pero ya no, eh, pero ya no,” Bad Bunny raps in the song’s opening lines. The chorus plays seconds later. “Conmigo ya no tienes break, ey / Yo no quiero de tu amor fake, ey.”
Translated, the song states, “I loved you before but not anymore. I liked you but not anymore. I was there for you but not anymore. … I won’t give you a break. I don’t want your fake love.”
The campaign is also staging a Univision Noticias homepage takeover that highlights the hashtag #RompeConTrump, or “break up with Trump.”
The ad will play in the border states of Arizona and Texas, which both house a rich Mexican constituency. It clicks between images of border crossings and frustrated people, contrasting it with Trump’s remarks on border security, like when he called Mexican immigrants “rapists.”
The ads, which are part of the campaign’s $26 million paid investment this week, are specifically directed at Latino voters who may have previously supported Trump but might not be enthusiastic to do so again, according to a campaign official.
It’s the latest in a series of micro-targeting efforts the campaign and the DNC are deploying through a new subethnicity modeling strategy, something that the DNC and Hillary Clinton’s campaign did not have the capacity to utilize in the 2016 election. The goal is to target voters specifically based on which Latino community they belong to. Earlier this month, the Biden campaign also unveiled its agenda for the Latino Community, which included a new commitment by Joe Biden to establish a Smithsonian National American Latino museum.
CNN’s Nicole Chavez contributed to this report.