That kind of Spanish delivery can matter, said Federico de Jesus, who served as Obama’s Hispanic communications director during the 2008 campaign, noting that they received positive feedback in 2008 when Obama’s Spanish ads included him approving the ad in Spanish: “Soy Barack Obama y yo apruebo este mensaje.”

This year, Clinton’s Spanish ads only have her saying, “Soy Hillary Clinton and I approve this message.”

“It’s fine that she did only part of it, but it’s different,” de Jesus said.