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James Talarico’s U.S. Senate campaign is taking an unconventional approach to political campaigning in Texas. Around 300 supporters gathered in San Antonio for a Lotería night featuring mariachi music, games and campaign merchandise — while Talarico himself was absent for most of the 90-minute event. The Texas Democrat said the goal was to build community and give supporters a chance to connect beyond traditional political speeches. With Talarico facing Republican Ken Paxton in one of the most closely watched Senate races in Texas, the unusual campaign strategy is drawing attention as the 2026 midterm elections approach.

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00:00We are going to end 30 years of one-party rule in this state and elect a senator who's going
00:07to serve us.
00:08Here's what real men don't do.
00:11They don't lie and cheat their way through life.
00:14They don't enrich themselves by stealing from other people.
00:22And they don't sell their soul to the highest bidder.
00:30Real men serve others.
00:33Weak men serve themselves.
00:37We are going to end 30 years of one-party rule in this state and elect a senator who's going
00:45to serve us.
00:52We have forgotten that that's what politics is supposed to be about.
00:58Service.
01:00Elected officials are not supposed to serve themselves or their donors.
01:05They're supposed to serve us.
01:07I learned the meaning of service from my great-grandfather, my Papi.
01:13He was a barber in Port O'Connor, Texas, on the Gulf Coast.
01:18And he served this country in World War II in the Pacific Theater.
01:24Papi was a member of the greatest generation.
01:27A group of Americans who asked not what their country could do for them, but what they could do for
01:38their country.
01:40Papi, whether he was cutting his neighbor's hair or fighting fascism on the other side of the world, Papi was
01:48always serving others.
01:50Papi was a faithful man.
01:54He tried to live like Jesus, who, in the words of Scripture, came not to be served, but to serve.
02:05Papi's favorite Bible story was in the Gospel of Matthew, when Jesus' disciples are all jockeying for position, trying to
02:16decide who's on top.
02:17What's the pecking order?
02:18And Jesus tells them, the rulers of this world lord their power over the people.
02:26But among you, it will be different.
02:28The greatest among you will be a servant.
02:32The greatest among you will be a servant.
02:38That is a countercultural idea.
02:44In a world that's obsessed with power and wealth and status, Jesus is saying that real greatness is serving other
02:55people.
02:56My dad taught me the same thing quietly every Saturday morning.
03:02You know, there's been a lot of talk in this campaign about what it means to be a real man.
03:10I was born to a single mom who worked overtime at a hotel to provide for me.
03:22And the luckiest day in both of our lives was the day we met my adoptive dad, Mark Tallarico.
03:30The man who gave me his last name.
03:37The man who raised me as his own.
03:40Every Saturday morning, my dad would mow our lawn.
03:44And then without anyone asking him, he would go next door and mow our neighbor's lawn.
03:50Because she was elderly and a widow.
03:53He never talked about it.
03:55He just did it.
03:57Because that's what a man does.
03:59Call me old-fashioned.
04:07Call me old-fashioned, but a man takes responsibility.
04:12He upholds his commitments to his family and his neighbors.
04:17And he does what's right even when no one is watching.
04:20Here, here's what real men don't do.
04:29They don't lie and cheat their way through life.
04:32They don't, they don't enrich themselves by stealing from other people.
04:40And they don't sell their soul to the highest bidder.
04:48Real men serve others.
04:51Weak men serve themselves.
04:54Real men serve others.
05:05And so when I graduated from the University of Texas, I moved all my stuff, hook'em horns.
05:12I moved all my stuff down to the west side of San Antonio to teach middle school in one of
05:18the poorest zip codes in the state of Texas.
05:23And in my first year of teaching, I noticed something really strange.
05:29All of my students were eating the exact same snack.
05:33Off-brand strawberry Pop-Tarts.
05:37It was the weirdest thing.
05:38I couldn't figure out if there was some kind of Pop-Tart craze sweeping the nation.
05:44But I kept finding the wrappers in the trash can in my classroom.
05:48And so after class one day, I cornered one of the kids, and I asked, where'd you get the Pop
05:53-Tart?
05:54And he said, Ms. Rivas gave it to me.
05:57I said, Ms. Rivas, the custodian?
06:00He said, yeah, she carries them in her purse.
06:03And so after school, I found Ms. Rivas, and I asked her about it.
06:07She said she bought them in bulk at HEB and brought them to school every morning.
06:12When I asked her why on earth she would spend her hard-earned money on off-brand strawberry Pop-Tarts,
06:21she looked at me kind of confused, and she said, they don't get breakfast at home.
06:28That was all she said.
06:30They don't get breakfast at home.
06:32Someone was in need.
06:36And that's all Ms. Rivas needed to know.
06:38The greatest among you will be a servant.
06:51In my four terms as a state lawmaker, I've tried to be like Ms. Rivas.
06:59I've tried to serve my constituents.
07:02I've tried to serve the people of Texas.
07:05I've brought both parties together to pass 60 bipartisan bills,
07:10to cut property taxes, to raise teacher pay,
07:14to lower the cost of housing and childcare and prescription drugs, including insulin.
07:24I ran for office not to be served, but to serve.
07:34And then there's Ken Paxton.
07:44Ken Paxton is the most corrupt politician
07:48in America.
07:54He has sold us out time and time again.
07:59Ken Paxton's mugshot was taken just a few miles from here,
08:02at the Collin County Courthouse,
08:08where he was indicted for investment fraud.
08:12He convinced his own friends to invest hundreds of thousands of dollars into a tech company.
08:19But what he didn't tell them was that he was making a commission off their investments.
08:25He was scamming his own friends.
08:28If Ken Paxton will sell out his own friends for a quick buck,
08:32what makes you think he won't sell you out in the United States Senate?
08:49Listen, Ken Paxton has escaped accountability,
08:53but accountability is coming on November 3rd.
09:04Ken Paxton is everything that's wrong with this broken system.
09:10He does not serve us.
09:11He serves himself.
09:13Since taking office,
09:14Ken Paxton's net worth has increased 7,000%.
09:19While our pay has remained stagnant.
09:23He now owns 11 homes,
09:26while most Texans can't afford one.
09:30He takes bribes from wealthy donors
09:32while blocking overtime pay for Texas workers
09:35and gutting our health care.
09:38This kind of corruption
09:39is the rot at the core of this broken system.
09:44It's why we can't get ahead
09:47no matter how hard we work.
09:49It's why we can't afford anything.
09:51For 50 years,
09:54mega donors and their puppet politicians
09:56have been stealing from us
09:58with their bribes,
10:00their bailouts,
10:02and their billionaire tax breaks.
10:05Trickle-down economics is not a theory.
10:08It's theft.
10:10They...
10:18They have been stealing.
10:19Stealing from the American people.
10:22Stealing the wealth that we created.
10:24It's why everything sucks right now.
10:28It's why everyone is so angry.
10:32The American people aren't asking for a lot.
10:34A job we don't hate.
10:37A house big enough to raise a family in.
10:41And a little left over to go on vacation
10:43every once in a while.
10:45That is harder than it should be.
10:48Harder than it should be in America.
10:55We have an affordability crisis
10:58because we have a corruption crisis.
11:01We don't have a government of, by, and for the people.
11:05We have a government of, by, and for the billionaires.
11:10Those...
11:13Those billionaires buy politicians like Ken Paxton
11:17and then those puppets turn around
11:20and rig the rules of the economy
11:22in favor of those billionaires at our expense.
11:26That is the game that's being played.
11:28Everywhere I go across this state,
11:30big cities, small towns, red areas, blue areas,
11:35all of us are drowning.
11:38We can't afford the basics.
11:41Groceries, gas, utilities, prescription drugs,
11:45the things that we need to survive.
11:49There is something broken in this country.
11:54A few weeks ago, an Amazon worker
11:57died in one of Amazon's warehouses.
12:01And as he lay dying,
12:03management told the other workers,
12:05turn around, don't look, get back to work.
12:10Get back to work.
12:13That was a human being.
12:16That was a child of God.
12:19That was our sibling,
12:20sacrificed on the altar of corporate greed.
12:25This is not just a political battle.
12:28This is a spiritual battle.
12:36Between selfishness and service.
12:40Between greed and greatness.
12:44For 50 years, we've been told greed is good.
12:49Selfishness has been celebrated.
12:51But I think after decades of this corruption,
12:56we are on the cusp of returning to those old-fashioned values
13:01of my great-grandfather,
13:03of the greatest generation.
13:05Service.
13:07Taking responsibility.
13:10and doing what's right even when no one is watching.
13:20Ken Paxton has been selling us out for years,
13:25and he's gotten away with it.
13:27They've all gotten away with it.
13:29But that ends this year,
13:32in this state,
13:34in this race.
13:37If we, the people,
13:40can come together
13:41to defeat the most corrupt politician in America,
13:45we can come together
13:46to defeat this entire corrupt system.
13:57When we win this race,
13:59the first bill I'm filing
14:01as your U.S. senator
14:03is a comprehensive anti-corruption agenda.
14:13Getting big money out of our politics
14:17by overturning Citizens United.
14:20Banning corporate PACs
14:23and super PACs
14:24so billionaires aren't making
14:26unlimited donations to our campaigns.
14:31And banning members of Congress
14:34from trading stocks
14:35and enriching themselves
14:37while they're in public office.
14:42We're also
14:43going to go after
14:45the forms of corruption
14:46that don't involve money.
14:47We must pass term limits
14:49so people aren't making a career
14:51out of public service.
14:57We must,
14:58we must
15:00overhaul the Supreme Court
15:02so we can have confidence
15:03in the highest court in the land.
15:07And we must
15:09pass a national ban
15:11to end gerrymandering
15:14once and for all
15:15in every state in the union.
15:20Once,
15:23once we
15:24transform
15:25this broken,
15:28this broken, corrupt political system,
15:29we can start to unrig this economy.
15:32We can start to raise our pay,
15:34cut our taxes,
15:36lower our costs.
15:37We can finally start to get ahead.
15:40This will not be easy.
15:42We're going up against those billionaire megadonors.
15:45We're going up against their top puppet.
15:49They are afraid
15:50of this movement that we're building.
15:53They're afraid of this crowd
15:55in Plano, Texas.
16:02They're going to,
16:06they're going to throw
16:07everything they have at us.
16:10They've already called me
16:12a radical leftist.
16:14They've already called me
16:16a fake Christian.
16:18They've even called me
16:19a vegan.
16:20and
16:21and I'm an eighth generation Texan.
16:25I've been eating barbecue
16:26since before Ken Paxton's
16:27first indictment.
16:32You,
16:34you may have,
16:36you may have also seen
16:38that Ken Paxton
16:39has started calling me
16:40Talafrico.
16:44And
16:45and I'm proud to announce
16:47that we have
16:49I'm a Talafrico t-shirts
16:50available
16:51for purchase
16:52on our website.
16:57The model right here.
16:59They're going to call
17:00this movement
17:02that we're building
17:03un-Texan,
17:05un-American.
17:06They'll call us a threat.
17:08The only truth
17:10out of all of those lies
17:12is that we are a threat.
17:22There is something
17:23happening
17:25in Texas.
17:26There's something
17:27in the air.
17:28I am confident.
17:31I feel it
17:32in my bones
17:33that we are going to
17:34win this election.
17:40And we're going to
17:41elect a senator
17:43who will serve
17:44and not be served.
17:49And on November 3rd,
17:52the greatest among us
17:54will be the servants.
17:56God bless you, Plano.
17:58Let's go win this thing.
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