Obama for America, "El Voto Es Critico"
What it says: In an interview with Spanish-language television host Cristina Saralegui, Michelle Obama says (in English with subtitles), "So much is at stake: Comprehensive immigration reform, making sure that health-care is not repealed, education, making sure that every young person in this country has access to good schools."
What it means: While President Obama doesn't have to worry about losing Latinos, he does have to worry about Latino turnout. Here he deploys his most powerful surrogate, his popular wife, to make the case that voting is critical.
Who will see it: Latino voters, obviously. Saralegui, who spoke at the Democratic National Convention, appeals to an older crowd.