A series of five massive billboards featuring El Salvador’s President Nayib Bukele has surprisingly transformed the landscape of Oviedo, Spain, turning local highways into an unexpected epicenter of international political debate. Funded entirely by Tino Vidal, a 71-year-old Asturian advertising entrepreneur and self-proclaimed admirer, the ads display Bukele in a presidential sash alongside the bold slogan: “Nayib Bukele. Universal President!” Vidal, who insists the campaign is purely a personal tribute rather than an official political push, praised the leader’s tough-on-crime policies, claiming that Bukele “cleared the cities, built hospitals, and knows how to govern without raising taxes.”
The controversial campaign has already reached the highest levels of Salvadoran leadership. Vidal revealed that photos of the billboards were sent directly to Bukele’s inner circle through a mutual contact, prompting a request from the president’s team for an official statement explaining the gesture. This unique homage comes at a curious juncture, ahead of El Salvador’s 2027 presidential elections, and stands out sharply given that only 51 Salvadoran residents are officially registered in Oviedo.
The initiative quickly exploded into a heated ideological clash across social media among Spanish politicians. Socialist councilor Juan Álvarez publicly denounced the billboards, calling them a troubling reflection of “the cult of personality and fascination with authoritarianism.” In response, prominent conservative figures stepped in to defend the Salvadoran president. Former politician Macarena Olona invited critics to learn about the “Bukele Security Model,” while Vox spokesperson Sonsoles Peralta argued that detractors are simply bothered by leaders “who eliminate fear rather than those who cause it.”
Ultimately, this localized advertising venture underscores the expanding global footprint of the “Bukele Effect.” By sparking intense debates over security, governance, and civil liberties far beyond El Salvador’s borders, the billboards prove that Bukele’s controversial crime-fighting model continues to resonate and polarize public opinion deeply across the Western hemisphere and Europe.