The other campaign to "humanize" Sánchez: "He has a sense of humor and that Madrid swagger"

Pedro Sánchez is adopting a more personal and relatable campaign style to counter negative perceptions and connect with voters. This strategy includes engaging in informal activities like dancing and sharing personal anecdotes, aiming to humanize his image amidst criticism from opposition parties. The PSOE is focused on reshaping Sánchez's public persona, emphasizing his qualities as a family man and approachable leader. They believe this approach will resonate with voters and counteract the negative narratives propagated by the PP and Vox. The campaign also leverages social media and diverse formats to reach specific voter demographics, showcasing a more relaxed side of Sánchez.