WASHINGTON – Standing in a small market with a bag of groceries in hand, Democratic Senate candidate James Talarico uses his latest ad to promise relief for Texans struggling with rising costs. The spot marks a shift in emphasis for Talarico, whose campaign has spent weeks responding to Republican attacks centered on his past comments about religion, gender and other cultural issues. “Too many ...

Democrat candidate for US Senate James Talarico speaks during a rally in San Antonio, Texas, on May 29, 2026.

Ronaldo Schemidt/Getty Images North America/TNS

WASHINGTON – Standing in a small market with a bag of groceries in hand, Democratic Senate candidate James Talarico uses his latest ad to promise relief for Texans struggling with rising costs.

The spot marks a shift in emphasis for Talarico, whose campaign has spent weeks responding to Republican attacks centered on his past comments about religion, gender and other cultural issues.

“Too many Texans feel like they’re drowning — the cost of groceries, gas, healthcare,” Talarico says directly to the camera.

The 30-second ad features the state representative from Austin walking through the store before touting what he describes as a bipartisan record in the Legislature.

“Capping the cost of insulin, cutting taxes for small businesses, and passing the largest property tax cut in Texas history,” Talarico says in the ad before climbing into his Chevy Colorado pickup. “In the Senate, I'll take on corruption and keep fighting to lower your costs.”

The focus on affordability contrasts with much of the race's early messaging, as Republican nominee Ken Paxton and his allies have targeted Talarico over his views on cultural and social issues.

Paxton, after defeating Sen. John Cornyn in the GOP runoff last month, released an ad featuring short clips of Talarico asserting there are six biological sexes, calling the American flag a complicated symbol and making other statements.

Republicans also have used social media to share snippets of Talarico, from saying God is “nonbinary” to talking up the environmental benefits of reducing meat consumption.

Talarico has acknowledged some past statements were intentionally provocative and cringey – and he has chowed down on a pile of barbecue in front of cameras to rebut suggestions he is vegan.

He also has responded with sharp attacks on Paxton, saying the attorney general has done a poor job and is unfit for office based on allegations of personal and professional misconduct.

Campaign contrast

The latest Talarico ad doesn’t mention Paxton. Instead, it features Talarico pitching his record in the Legislature, saying he brought Democrats and Republicans together to “make life more affordable.”

The Talarico campaign said the “multimillion-dollar” ad campaign will start in Dallas-Fort Worth, Houston, San Antonio, El Paso and McAllen.

The campaign comes as Texas Democrats gather this week in Corpus Christi for their state convention.

Talarico will have a prominent role, and party leaders are expected to emphasize the economy and other issues they believe can resonate beyond the Democratic base.

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