In a historic twist, Mexico is gearing up to hold its first nationwide judicial elections, allowing citizens to elect judges for various court levels. However, strict restrictions on traditional advertising and campaign financing have led candidates to embrace social media as their primary tool for outreach. With nearly 2,700 judicial positions up for grabs—from local courts to the Supreme Court—candidates are getting creative.
Some Supreme Court hopefuls have used light-hearted videos to capture attention. One candidate compared his qualifications to a beloved street food, while another adopted a whimsical moniker inspired by a popular cartoon character. Additionally, one aspirant took to dating apps to connect with potential voters, framing it as a “match” for justice discussions.
Unlike conventional political races, where parties can fund campaigns, these judicial candidates are on their own, limited to personal funds and strict spending caps. This has birthed a wave of homegrown and often comedic marketing strategies aimed at standing out in a crowded field. As one candidate noted, with so many unknown faces, making a memorable impression is key.
