In a new Spanish-language TV ad called “Country of Immigrants” (or, “País de Inmigrantes”) Mitt Romney’s son Craig says his father values “that we are a nation of immigrants” and says: “My grandfather George was born in Mexico.”

It gets even better. As Craig says “my grandfather George was born in Mexico,” images of him wearing a cowboy hat on horseback appear on screen. As if Latino voters will connect more now that they think the Romneys are racheros.

Craig Romney, 31, spent two years as a Mormon missionary in Chile and speaks Spanish fluently. He delivered the message flawlessly. That is of course, if you don’t consider Mitt Romney has said before that calling himself a Mexican would be disingenuous.

“My dad was born in Mexico, and I am proud of my heritage. But he was born of U.S. citizens who were living in Mexico at the time, and was not Hispanic,” Romney told Univision’s Jorge Ramos. “He never spoke Spanish, nor did his parents. So I can’t claim that honor.”

This isn’t the first time Romney uses the power of imagery to connect to the interests of Latinos in his ads that he may not necessarily support.

Romney doesn’t support the DREAM Act but that didn’t stop his campaign from flashing images of young Latina graduate wearing a cap and gown while Craig delivered a line about how the U.S. is the land opportunity where everything is possible.

Craig Romney is currently an advertising music producer at the advertising and design agency mcgarrybowen.