Arkansas Senator Mark Pryor has shifted gears for his 2014 Senate campaign - now, he's serving up a religious reasons for why citizens should vote for him.
The campaign, which will begin airing on Wednesday, according to ABC affiliate KATV, is a 30-second advertisement in which Pryor describes why the Bible will help him lead the state.
"I'm not ashamed to say that I believe in God, and I believe in His word," Pryor says during the spot, while sitting in an armchair holding the Holy book. "The Bible teaches us no one has all the answers. Only God does. And neither political party is always right. This is my compass. My North Star. It gives me comfort and guidance to do what's best for Arkansas."
The ad, which will be broadcast on televisions across the state, ends with Pryor endorsing the message because "This is who I am, and what I believe."
Pryor, whose main opposition is Republican Congressman Tom Cotton, is largely seen as one of the most exposed incumbents nationwide - his support of the Affordable Care Act has rendered him open to much criticism and attack from opponents.
Obamacare's flawed rollout and subsequent storm of negative media attention is exactly what Cotton intends on pressing for his campaign. He's already aired multiple commercials bashing Pryor's stance on the healthcare program. In response, Pryor fired back with an ad that criticized Cotton's support of turning Medicare into a system that requires voucher submission and a new, raised eligibility age of 70, according to ABC's KATV.
Cotton also has a new string of ads out, in which he is shown sitting with his mother Avis in front of a Christmas tree and stockings strung up in the background.
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