The new spots mark a shift in course for the Mark Zuckerberg-funded group. FWD.us frustrated over immigration

The Mark Zuckerberg-funded issues advocacy group FWD.us is launching a new round of ads with a decidedly different tone than past spots on immigration reform, using quotes from President Barack Obama and House leadership to highlight a growing frustration with legislative delays.

The new push features a weeklong, national cable ad buy in the mid-six figures. There is an English-language spot and one in Spanish, and the ads will be on the Web for a longer period of time as part of an online ad buy.


The ads, obtained by POLITICO, mark a shift in course for the group. Its earlier ads — aired through FWD.us and its partisan-leaning affiliates — sought to persuade with a gentler tone, or by offering cover to Senate Republicans who’ve supported immigration reform by highlighting conservative messaging points. The ads also provided reinforcement to Senate Democrats and House Republicans such as Rep. Paul Ryan (R-Wis.).

( PHOTOS: Immigration reform rally on the National Mall)

The new spot, titled “Why We Wait,” features comments from Obama and House Democratic Whip Steny Hoyer (D-Md.) talking about support for a comprehensive reform package. House Speaker John Boehner (R-Ohio) and House Majority Leader Eric Cantor (R-Va.) are also quoted talking about the need for reform.

While it doesn’t place blame on either party, the ad comes on the heels of Boehner’s recent comments that he will not enter into formal conference negotiations with the Senate on its immigration bill. It’s part of a clear shift in strategy by the Facebook founder’s group to apply pressure on the House GOP, especially with the government shutdown over and the legislative calendar fairly open.

But it is seen as highly unlikely that the House GOP will hold floor votes before the end of the year even on the disparate parts of the piecemeal immigration approach it favors.

“On the need to fix our broken immigration system, there are signs both political parties in Washington get it,” the narrator of the English-language spot says.

“Washington’s lagging behind the country on this,” Obama is quote saying. “This issue has been around far too long,” Boehner says.

“And yet, we wait,” the narrator adds. The spot then focuses on border security and the potential boost to the economy that pro-immigration reform forces say would result.

“On this, both parties say they agree. Yet, we wait,” the narrator says. “Americans are tired of empty rhetoric. It’s time for every leader to come through on their promise and fix our broken immigration system. Tell Congress the time is now.”

FWD.us president Joe Green said in a statement, “Americans of diverse backgrounds and beliefs have made it clear that the time is now to fix our broken immigration system and take action on meaningful reforms. Immigration reform will grow our economy, create American jobs, and do right by American families; with this new round of ads, we want to make clear to Washington that delay on critical immigration reforms is unacceptable. We expect every one of our leaders to fulfill the promise they made to pass immigration reform.”

The Spanish-language version of the spot also features House Majority Whip Rep. Kevin McCarthy (R-Calif.) talking about immigration; he also appears, instead of Cantor, in a California-centric version of the Engligh-language spot.

The ads will all be housed here with full quotes from different officials.

But in a clear sign about where the group is applying pressure, the full Boehner quote, taken from a Nov. 8, 2012, interview just after Republicans and Mitt Romney took a shellacking in the election, offers thoughts on common ground.

“It’s an important issue that I think ought to be dealt with,” Boehner said at the time. “This issue has been around far too long. And while I believe it’s important for us to secure our borders and to enforce our laws — I think a comprehensive approach is long overdue. And I’m confident that the president, myself, [and] others can find the common ground to take care of this issue once and for all.”