Alberto Núñez Feijóo barely appears in the new announcement from the PP. Before him, a worker preparing bread, travelers crossing a station, a worker surrounded by sparks, healthcare professionals, merchants, and families trying to balance work with care arrive. Spain wakes up, works, and ends the day tired. Only at the end does the candidate's signature appear alongside the message that summarizes the piece: "Spain, your effort will be worth it".
Released this Sunday October 11, the video is part of the PP's strategy for the general elections on November 29 and seeks to unite two ideas that traditionally have not always traveled the same path in political discourse: national identity and material living conditions. The country is not represented first through flags or institutions, but through those who lift a shutter, work, care, study, or return home at the end of the day.
From "Morning in America" to "Spain, your effort will be worth it"
The most obvious comparison is with Ronald Reagan and his "Morning in America" from 1984, one of the most well-known electoral advertisements in American politics. That piece showed people going to work, families, homes, and everyday scenes to build an image of recovery and national confidence. The new PP video uses similar language: the nation appears through normality and those who sustain it every day.
The political difference is important. Reagan governed and presented that recovery as a reality already achieved; Feijóo is in the opposition and promises a future reward. The verb "will deserve" is therefore central: it stems from the idea that there is a distance between the effort that citizens make and what they receive in return, and places the candidate as one who promises to reduce it.
There is no evidence in the consulted sources that Feijóo's team has directly taken Reagan's campaign as a reference. The similarity lies in the audiovisual language and in a recognizable political tradition: using scenes of everyday life to associate the candidate with a certain idea of the country. There is also a parallelism with the British conservatives of David Cameron, who in 2015 sought to present themselves as the party of those who work and linked that message with economic stability, housing, and family care.
The PP seeks to contest the vote of workers
The selection of protagonists allows for interpreting the announcement as an attempt to broaden the PP's connection with the working electorate, although the social portrait is deliberately broader. In the same narrative appear salaried workers, self-employed, qualified professionals, small business owners, and families. They are not united by a specific labor category, but by an idea: to work, to fulfill, to persevere, and to hope that this effort has a reward.
It is a way of approaching the world of work from the center-right. While the left tends to build its discourse around concepts such as labor rights, redistribution, or collective protection, the PP emphasizes merit, autonomy, effort, and the possibility of improvement. They are different frameworks that can compete for citizens who share concerns about wages, housing, work-life balance, taxes, or public services.
The announcement, however, barely enters into concrete proposals. Its objective is emotional and prior to the program: to convey recognition and build a connection with the viewer. The credibility of that promise will subsequently depend on the measures that the PP presents to address those material concerns.
Feijóo appears at the end and leaves the spotlight to the citizen
Another significant decision is that Feijóo is not the center of the video. The piece first allows the viewer to recognize situations, professions, and routines before fully identifying the political sender. Only when that emotion is built does the candidate's signature appear, which tries to associate itself with respect for those who work and with an expectation of improvement.
The approach also complements the slogan "Finally", used by the PP during this pre-campaign. If those two words mainly appeal to the desire for political alternation, "Spain, your effort will be worth it" tries to explain what that change should mean in daily life. The first formula indicates the end of a stage; the second promises a consequence for those who work, undertake, or care.
The polls explain why Feijóo needs to strengthen his profile
The video arrives in a scenario where the PP has an advantage in several polls, but where Feijóo still has room to strengthen his own valuation. The survey by 40dB., conducted through 800 online interviews on October 7 and 8, placed the PP at 31.9%, compared to 28.1% for the PSOE and 18.9% for Vox. However, when asked who would be a better president, Pedro Sánchez received 32.2% compared to 29.3% for Feijóo, while 33.4% responded that neither of the two.
The same study calculated that 15.6% of those who remember having voted for the PP in 2023 would now lean towards Vox. Another survey, conducted by Hamalgama Métrica through 1,000 telephone interviews between October 5 and 8, reduced that transfer to 12.9%, but agreed in pointing out a shift towards Santiago Abascal's party. This last poll granted 144 seats to the PP and 68 to Vox.
These are data prior to the announcement's publication and, therefore, do not allow measuring its effectiveness. They do help to understand its objective: Feijóo needs to attract citizens dissatisfied with the Government, but also to strengthen his bond with those who already voted for the PP and might seek another option within the right-wing space.
From the "Blue Summer" of 2023 to the early mornings of 2026
The contrast with the 2023 campaign is evident. Back then, one of the pieces from the PP resorted to "Verano Azul", with Borja Sémper barefoot on the sand, umbrellas, and a relaxed staging. Three years later, the register changes: early mornings, displacements, workdays, care, and fatigue appear. The future is no longer represented as rest or a change of environment, but as a reward still pending.
There are also precedents within the party's own history. In 2011, the campaign "Súmate al cambio" linked political alternation with employment, opportunities for young people, the situation of families, and the recovery of trust. The difference is that the piece from 2026 practically reduces all that message to a succession of images and a final phrase: it argues little and represents much.
A processional march to accompany daily effort
The music also contributes to the tone. According to the information gathered in the reference text, the soundtrack used is "La Esperanza de María", a processional march by the Sevillian composer Alejandro Blanco. Over scenes of work, care, and displacements, the composition adds solemnity and allows for an emotional connection between effort, community, and hope.
Political advertising has been using music and images for decades to reinforce emotions and activate prior identifications. That does not mean that a video capable of evoking emotions necessarily changes the vote: it can mobilize those who already sympathize with a candidacy, improve the candidate's perception, or increase their circulation on social networks without causing an electoral transfer.
Feijóo tries to build a positive reason for change
The PP does not want Feijóo's candidacy to depend solely on the government's wear and tear. This announcement seeks to add a positive reason for change: to recognize those who sustain the country through their work and promise that this dedication will have a reward. The candidate reserves himself for the end and lets the citizens visually build the idea of Spain beforehand.
There is also the main challenge of the campaign. The video can recognize the fatigue of workers, freelancers, and families, but that identification will have to translate later into responses about salaries, housing, taxation, public services, or work-life balance. For now, Feijóo has chosen to start with a well-known image in the history of political communication, from Reagan to Cameron: a country told through the ordinary people who get up every morning to make it work.