(CNN) - Three Republican presidential candidates released new television ads on Wednesday, set to air in Iowa. But this time the stars of the commercials weren't the candidates.
Their wives took the spotlight, instead. Callista Gingrich, Anita Perry and Ann Romney all spoke on behalf of their husbands.
The ads come less than two weeks before the nation's first Republican nominating contest, the Iowa caucuses, which are held in a state known for its social conservative voters.
Callista Gingrich, wife of former House Speaker Newt Gingrich, made her first ad appearance in the campaign's new "Christmas Greetings" spot. Wearing a royal blue top with a pearl necklace, Callista talked about the "inspiring" holiday season as images of small towns and Christmas decorations appeared on screen.
"From our family to yours, Merry Christmas and Happy New Year," she said, with her husband sitting by her side.
Married since August 2000, the couple is perhaps the most talked-about duo on the campaign trail. Callista is Gingrich's third wife, a relationship that began as an affair while Gingrich was in his second marriage and while Callista was a young staff member on Capitol Hill.
Gingrich mentions his wife in nearly every public appearance and talks about her role as a manager in their media company and a strong decision maker on the campaign. Last week, he signed a pledge to The Family Leader, a socially conservative group in Iowa, promising "fidelity" and to "defend and strengthen the family."
The ad follows weeks of Gingrich's marriage history drawing fire from evangelical circles and, in more veiled ways, from his opponents.
Also standing by her husband, Anita Perry, wife of Rick Perry, took a leading role in the Texas governor's new Iowa commercial.
Anita told the story of marrying her "high school sweetheart" after waiting for Perry to finish his service in the Air Force. The two recently celebrated their 29th wedding anniversary.
The spot, titled "American Story," also took a "rural America" theme, as Anita went on to explain how she and her husband grew up in small towns and "raised with Christian values."
"And we know Washington, D.C. could use some of that," Anita said, with her husband walking on screen to join her.
"I'm Rick Perry, and I really approve this message," Perry said, adding extra emphasis to the standard political ad ending.
Anita also frequently hits the trail for her husband, who credits her with urging him to run for president earlier in the year. But she's frequently found herself defending Perry's mistakes in his campaign.
In the third ad, Ann Romney, wife of Mitt Romney for 42 years, talked about the importance of measuring a candidate's character and integrity, an apparent knock against Gingrich.
"You can never predict what kind of tough decisions are going to come in front of a president's desk," the wife of the former Massachusetts governor said.
"But if you can trust they will do the right thing, and maybe the hard thing, and maybe not the popular thing, and if you really want to know how a person will operate, look at how they've lived their life," she added.
The commercial, which shows images of the couple over the years, is scheduled to start airing in Iowa on Friday.
Ann also gets big mention from Romney during his campaign stops. Calling her his "soul mate," he recently grew emotional in a television interview while talking about her diagnosis of multiple sclerosis.