The Democratic Senatorial Campaign Committee is up with its first Spanish-language ad buy of the cycle, hitting Sen. Dean Heller (R-Nev.) for backing out of a meeting with Hispanic business leaders in the state.

The race between Heller and Berkley is expected to be one of the closest of the year, and Hispanics are a key voting bloc in the state. That the DSCC's first ad out of the box targets this large — and growing — group shows how important they think Latinos are for the election.

Heller initially planned to meet with the Latin Chamber of Commerce. But he decided to skip it after the group refused to bar one of its former board members who is a staffer for Rep. Shelley Berkley (D-Nev.), his opponent, according to the Las Vegas Review-Journal. The ad criticizes him for his decision.

"Once again Senator Dean Heller has insulted Nevada Hispanics. Heller refused to meet with the Latin Chamber of Commerce, cancelling at the last minute; this is a lack of respect for the Hispanic Community," says the ad in Spanish. "But why should we be surprised? After all, he opposes the Dream Act and wants to follow in Arizona’s steps. And if that was not enough, he’s voted against a Jobs Plan and job training to help get us back to work. So, why doesn’t Dean Heller care about us?"

The National Republican Senatorial Committee hit back. "It’s clear Shelley Berkley and her liberal friends in Washington are prepared to do anything and everything to distract Nevadans from their disastrous economic policies – even if it means manufacturing a phony controversy and misleading Hispanics," said NRSC Communications Director Brian Walsh. "Of course the reality is that Shelley Berkley only cares about protecting one job – her own."

The mid-sized buy will run in Las Vegas and Reno.

Listen to the ad (in Spanish) here: