Joe Biden is starting to push ads in four states that are key to the primary election season: Iowa, South Carolina, New Hampshire, and Nevada. CBS campaign reporter Adam Brewster writes:

Biden rolled out a new Iowa TV Ad this morning, as part of a previously announced $6M buy in Iowa. “Scranton’s not my home because of the memories it gave me, it’s because of the values it instilled in me,” Biden says in the ad.

In the ad (watch above), Biden says:

“Maybe the most important thing my mom and dad taught me was that everyone should be treated with dignity. Today too many middle class and working class people, they’re not able to look their kid in the eye and say, ‘honey, it’s going to be okay,’ and mean it. That’s why I’m running, to rebuild the backbone of this country. The middle class.”

NBC points out ads like this are an effort to “play to his reputation as a champion of middle class values and working class voters.”

The second ad, which includes 30- and 15-second versions, features Biden telling a union audience earlier this year that “a lot of you don’t think the rest of the country sees you” – evoking Trump’s 2016 appeals to the “forgotten man.”