CBS News Correspondent Bill Whitaker reports what stands out about the latest ad by the Bush campaign to target Hispanics is its messenger: George P. Bush, the son of Florida Gov. Jeb Bush and his Mexican-born wife Columba.
"I'm a young Latino in the United States and very proud of my bloodline," says the young Bush in the ad. "I have an uncle that is running for president because he believes in the same thing: opportunity for everyone, for every Latino. His name, same as mine: George Bush."
The candidate's nephew is stepping up to help his uncle snatch the Latino vote away from Democrats. Four years ago, that vote heavily favored President Clinton and Vice President Al Gore, now Bush's Democratic rival for the White House. And within the next five years, people of Hispanic heritage are projected to be the nation's largest minority group.
But Texas is not California, where many Latinos feel burned by what they consider the anti-immigration policies of former Republican Gov. Pete Wilson.
"They're not about to abandon the Democratic Party in favor of a party that has not only been ignoring them, but has been antagonistic to their interests," said Dr. Fernando Guerra of Loyola Marymount University.
Bush admits he's got an uphill climb.
"It's going to be tough, just because I've got 'Republican' by my name. And I know that," he said.
But Bush hopes his Latino family connections and conservative message will attract enough Latino support to put giant California into play. Failing that, he hopes to force Al Gore to spend time and money fighting for a constituency that Democrats consider a sure thing.