The group, which can raise unlimited funds from wealthy Biden supporters, plans to spend more than $1 million on the first spots, in English and Spanish versions, that focus on the bipartisan approach and achievements Biden policies.
That will be in addition to the $14 million in ads supporting Biden that the group has placed this month, according to media tracking firm Ad Analytics. The group has become the third-biggest ad spender in the presidential race so far, behind groups focused on fighting for the Republican nomination of former President Donald Trump, Florida Gov. Ron DeSantis and South Carolina Senator Tim Scott.
“Latinos are a key part of the governing coalition in the Biden-Harris administration,” Alex, who founded the Latino Victory Fund and later worked in the Biden White House, said in a statement. “Our agenda will reach these Latinos where they are, discuss the issues that matter to the Latino community, and focus on ensuring President Biden takes care of hard-working people.”
The current Future Forward effort is funded by a nonprofit that does not disclose its donors. But this is expected to change in the coming year as the group turns to spending through a PAC, which can expressly advocate for electing Biden and defeating his Republican opponents.
Future Forward arrived as a political force in September 2020 and became the third-largest advertising funder in the 2020 presidential general election, with $118 million in spending, behind only the Biden and Donald Trump campaigns, according to Ad Analytics. Major donors included Facebook co-founder Dustin Moskovitz, Twilio founder Jeff Lawson and his wife Erica, and executives of the now-defunct crypto company FTX. The group is led by Chauncey McLean, a veteran of Obama’s 2012 reelection campaign.
Biden’s top White House policy advisers, Anita Dunn and Jen O’Malley Dillon, have publicly signaled to donors that the president supports Future Forward’s efforts this year, while other outside groups like American Bridge and Priorities USA are also expected to play a role in supporting Biden with separate advertising efforts. Katie Petrelius, who was finance director for Biden’s 2020 campaign, recently joined Future Forward to help raise money for the group.
“The Latino outreach that the group is going to do is an integral part of what Joe Biden has always fought for,” said Tom Perez, another senior Biden White House adviser and former chairman of the Democratic National Committee. “Democracy is on the ballot for everyone. The demonization of so many immigrants, including but not limited to Latino immigrants, is a huge part of the far-right agenda.”
Future Forward spending includes ads currently airing in swing states with testimonials from employers and workers on how Biden’s presidency is bringing manufacturing back home and boosting the economy. The content and style of the ads accurately reflect a concurrent $25 million effort by the Biden campaign, with support from the Democratic National Committee.
The goal, say officials involved in this latest effort, is to take advantage of Republicans’ focus on fighting for the GOP nomination by advertising unopposed in swing states. The ads aim to portray Biden as an active, dynamic leader — an image often missing from media coverage — while informing voters about the details of his legislative accomplishments.
The Future Forward Latino Spanish-language ad will air in Pennsylvania, while the English version will air in Nevada and Arizona.
The group tends to produce and test about 10 different ads for each spot it airs, according to a person involved in the effort who was not authorized to speak publicly. According to Ad Analytics, approximately 26 different variations of other Future Forward ads have hit the airwaves so far this month.
“Whether in English, Spanish or Spanish, we will communicate the accomplishments of the Biden administration,” Tobar said.