(CNN) – A new Spanish ad hit the Florida radio airwaves Tuesday, blasting Mitt Romney as a "two-faced" candidate to the Latino community.
Co-Sponsored by Priorities USA, a Democratic super PAC, the ads come one week before Florida's high-stakes primary.
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Priorities also paired up with one of the nation's largest unions, Service Employees International Union, to produce the six-figure ad buy, which is set to air in Orlando and Tampa.
Titled "Dos Caras" (Two Faces), the commercial paints Romney as a disingenuous candidate simply pandering to the Latino community.
"Mitt Romney has no shame," the narrators says. "He shows one face to the Hispanic community and another completely different one to everyone else."
In a conference call with reporters, Eliseo Medina, SEIU secretary treasurer, pointed to an ad Romney released in Spanish last week, which featured Florida Rep. Mario Diaz-Balart saying, "(Romney) believes in us."
But on the other hand, Medina argued, Romney's conservative positions on illegal immigration won't convince voters of his faith in the community.
The former Massachusetts governor has said if he becomes president he would veto the DREAM Act, legislation that would offer a path to citizenship for young adults brought to the country illegally.
During Monday night's debate, however, he added that he would only consider the law for those willing to serve in the military.
He also argued that illegal immigrants should adopt a form of "self-deportation" and go back to their home countries, "get in the back of the line," and apply to enter the United States legally.
"He's in a deep hole in the community," Medina said in the call. "He can't seem to help himself and stop digging himself further in the hole."
Latinos make up about 13.5% of the Florida's more than 11.2 million registered voters. Among them, about 30% are registered Republicans, according to the Pew Hispanic Center.
And with Latino voters comprising roughly 11% of the Republican voting base in the Sunshine State, the GOP presidential candidates haven't been shy in courting the community.
Romney boasts the support of several Hispanic leaders in the state, including Rep. Ileana Ros-Lehtinen and former Rep. Lincoln Diaz-Balart.
Responding to the ad, his campaign called the Democratic-led attack a "dishonest smear" against the candidate.
"This is a dishonest smear from President Obama's liberal allies and a desperate attempt to distract from his abysmal record," Romney adviser Albert Martinez told CNN. "It will do nothing to help the millions of Hispanics who have been hit especially hard as a result of the Obama economy. Hispanics, like all Floridians, are supporting Mitt Romney because they know he has a proven record as a conservative businessman, and is the best person to rebuild the economy that President Obama has spent three and half years destroying."