The new Edwards ad plays up his biography as the son of a mill worker.
COLUMBIA, South Carolina (CNN) - Former Sen. John Edwards will become the first Democratic presidential candidate to run television ads in South Carolina on Wednesday morning when his campaign launches a new TV spot tailored to Palmetto State voters.
The 30-second ad - entitled "America's Jobs and America's Workers" - echoes the populist themes Edwards has used during his campaign. According to the Edwards campaign, the ad "highlights Senator Edwards' experience growing up in rural Carolina mill towns."
"My father worked in this mill and others like it for 30 years," Edwards says in the ad, which will run statewide. "I worked in it when I was young. Now it's closed, the jobs are gone. For too many, it's just about profit and greed. They're wrong. It's about the dignity of a job and doing what’s right for America's workers."
The ad was filmed outside the mill in Robbins, North Carolina where Edwards' father Wallace Edwards worked for years.
"I'm John Edwards and I approve this message because we don’t need another president that puts wealth above work," the ad concludes. "So, if you're ready to stand with me for American jobs and America’s workers, your time is now."
Edwards trails Sen. Hillary Clinton and Sen. Barack Obama significantly in state polls. Both Clinton and Obama have run radio ads in South Carolina aimed at African-Americans, who make up an estimated 50 percent of Democratic primary voters in South Carolina.
Still, Edwards won the primary here in 2004 after capitalizing on momentum from his second-place finish in Iowa, and his campaign routinely states that voters will remember the fact that Edwards was born in South Carolina to a rural, working family.
Both the Clinton and Obama campaigns have remained mum on their television plans.
- CNN South Carolina Producer Peter Hamby