Joe Biden is starting his first TV ad campaign for the upcoming election. His deputy national press secretary Matt Hill says “@TeamJoe is launching our inaugural paid media blitz — $15 million worth of paid advertising across TV, digital, radio, and print — that will target key battleground states, including PA, WI, MI, NC, FL, and AZ.” 

Hill says the first ad (watch above) My Commitment “highlights the essential workers who have stepped up and features Joe Biden saying, ‘we need to do more than praise them — we need to pay them’ because rebuilding the middle class is a pillar of his campaign.”

Biden has released online ads that target Donald Trump, but this is one of his first ads that features a more inspirational tone. And the tagline “This job is not about me, it’s about you, it’s about us,” seems especially timely as John Bolton accuses Donald Trump of only making moves that improve his chances of re-election.

Campaign manager Jen O’Malley Dillon points out, “We’re playing offense. We’re building a big, broad coalition. And we’re running straight through Trump ’16 states to win every vote.”

The New York Times writes the buy “also includes $1 million in Spanish-language ads in Florida and Arizona. The campaign is also “making a mid-six-figure investment in African-American print, radio, and targeted digital programming” in the six states, according to the memo.”