Sioux City, Iowa (CNN) - Mitt Romney's campaign made fiscal responsibility an issue of morality Thursday in a new positive pitch to Iowa voters.
The new television ad picked up on a line Romney has used on the stump calling fiscal responsibility a "moral responsibility."
"We have a moral responsibility not to spend more than we take in," he said in the ad. "It is a moral responsibility to believe in fiscal responsibility. We do and I do."
The ad featured bucolic images of young Americans, including a graduate in a cap and gown and a father and son on a baseball diamond.
The Romney ad seemed to be directed to evangelical and conservative voters in Iowa, who often vote on values issues and who wield tremendous sway in the caucuses.
A previous Romney spot in Iowa showed the candidate with his family and highlighted his 42-year marriage. The new ad is focused on his plans to cut back on federal spending on a moral basis.
"My test for the federal government is this: is this program so critical, so important that it's worth borrowing money from China to pay for it," Romney said in the ad.
The positive spot comes as Romney's chief opponent, Newt Gingrich, hit his opponents for running attack ads against him.
In an ad released in Iowa today, Gingrich says: "Others seem to be more focused on attacks rather than move the country forward. That's up to them."