John McCain wants Hispanic America to remember that he's not from the "I hate you and blame you for all the country's problems" wing of the GOP:

I think it's a pretty shrewd ad. Unlike white or black Anglos, Latino voters tend to eschew culture-based voting and instead act the way Thomas Frank thinks everyone should act with the poorer ones being Democrats and the richer ones being Republicans, and so the overall edge going Democratic given the income distribution. The risk for Republicans is that the orgy of hate we saw from their side in 2006-2007 will push many more prosperous Hispanics over to the Democratic side. McCain's mission is to communicate "I'm not a racist" to his most likely Hispanic supporters, and given the tendency of small business owners everywhere to love the GOP a specific focus on small business seems smart.