(CNN) – Republican J.D. Hayworth is striking back at Sen. John McCain's recent negative TV ads, launching an ad of his own Wednesday declaring that the longtime Arizona senator "should be ashamed" of his actions.
"John McCain is hiding his record behind false attacks on my husband," says Hayworth's wife Mary in the new ad. "John McCain has sold out the people of Arizona on immigration, bailouts, and tax increases.
"Now John McCain has embraced character assassination to keep his job," she also says. "John McCain should be ashamed. J.D.'s not perfect, but he is a principled conservative."
The new ad – the first Hayworth has run – is the latest sign of the increasingly bitter primary fight for the Republican Senate nomination in Arizona.
The spot from Hayworth, a former congressman, comes two days after McCain launched two television ads that targeted Hayworth's past ties to a dubious company that aired infomercials promising viewers information about "hundreds of billions of dollars in government funding."
The company – National Grants Conferences – has been criticized by the attorneys general of multiple states for deceptive marketing and has an "F" rating from the Southeast Florida and Caribbean Better Business Bureau.
The McCain ads call Hayworth a "lobbyist," "pork barrel spender," and "huckster," and offer another take on Hayworth's statement: "Voters beware."
The Arizona Senate primaries will be held on August 24.