Romney tells Hispanics 'you deserve better' in new ad

The ad is the first focused on Hispanic voters in which the GOP nominee has directly addressed the camera; earlier Spanish-language ads featured clips of Romney's speeches or Spanish-speaking surrogates.

"America's entrepreneurial spirit is alive in the Hispanic community — millions of Hispanics working hard to achieve a better future for their loved ones," Romney says in the ad, which has Spanish subtitles. 

"Our economic recovery needs the success of the Hispanic community. But President Obama’s misguided policies are dragging down businesses. You deserve better. We must end unnecessary regulations and cut taxes," Romney continues. "I’ll work to help you create jobs because when Hispanic businesses grow, America grows.”

Romney's campaign has taken a sunnier tone in recent days, seeking to soften his image with voters, something he especially needs to do with Hispanics after he tacked to the right over illegal immigration during the GOP primary. Polls show Obama with historically high support among Latino voters, buoyed by the administration's rule change halting the deportation of many young illegal immigrants.

Romney has said that while he opposes the measure and will halt issuing visas to immigrants who qualify under the revised rules, he would honor those visas granted by the Obama administration if elected.