(CNN) - It's an eye for an eye in South Carolina, where the gubernatorial race is heating up.
Democratic nominee Vincent Sheheen released his second television ad Wednesday, a 31-second spot entitled "Think," which claims his opponent, Nikki Haley, was "handpicked by (former Gov.) Mark Sanford," and accuses her of wanting to "put a tax on our groceries" while being fined for "failing to pay her own taxes." The ad also states that Haley "hid a $40,000 contract that she got because of her connections." The claims in the ad come from people who appear to be voters, rather than Sheheen himself.
Nikki Haley spokesman Rob Godfrey lashed out at Sheheen for launching a "negative ad filled with personal attacks." But the state House member and GOP nominee's campaign did not waste time firing back with a new ad .
The ad accuses, Sheheen, a state Senator, of supporting a "legislative slush fund that wastes…money on his pet projects," and summarizes Sheheen as "a liberal, a Columbia insider, and a trial lawyer." Haley also fails to appear in her own ad, relying instead on an announcer that speaks while cracks erupt in what appears to be a portrait of Sheheen.
Nikki Haley's 32-second spot, "Mirror," closes by asking "Is this what you're looking for in a governor?" while Vincent Sheheen's parting shot states that "Nikki Haley isn't who she says she is."
While Sheheen's ad mentions Nikki Haley by name four times, it does not mention his own once, except for the mandatory "Paid for by Vincent Sheheen for Governor" graphic. Nikki Haley's ad mentions Vincent Sheheen by name twice, but also does not mention her or her candidacy for governor. It also features the obligatory "Paid for by Nikki Haley for Governor" graphic.