(CNN) - Republican presidential candidate Rick Perry released his third television ad of the GOP primary cycle on Wednesday, billed as a testament to his character.
The Texas governor uses the 30-second spot, which will start airing on Wednesday in Iowa, to tell his personal story.
"As the son of tenant farmers from the West Texas town of Paint Creek, I learned the values of hard work, faith and family," Perry says into the camera. "I took those values with me when I served our country as a pilot in the Air Force. I returned home to farm and ranch with my father and married my high school sweetheart."
"The values I learned served me well as governor of Texas, and will continue to guide me as president," he concludes.
Perry's first two ads in the first-in-the-nation caucus state focused on his jobs record in the Lone Star State, but the new spot pivots the conversation to values.
After a late entry into the 2012 race, Perry vaulted to the top of national and state-wide polls, but has seen his figures fall recently. He was tied for fifth in a recent Des Moines Register poll with 7% support of likely Iowa Republican caucus-goers.
In a statement, Perry's communications director Ray Sullivan emphasized the influence of Perry's rural background that "helped mold the values and principles that have guided his leadership over the course of two decades as a public servant."