Detroit, Michigan (CNN) - The Obama campaign began airing television ads in Wisconsin on Wednesday, a sign that officials in Chicago now view the state as competitive.
The campaign says it's airing two TV spots, one positive and one critical of Republican Mitt Romney, across the state.
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An Obama spokesman noted that the Romney campaign and Republican outside groups have already been running television ads in the Badger State, including an $8 million buy reported by CNN on Tuesday.
For months, Democrats have insisted that Wisconsin and its 10 electoral votes are not in play, despite Republican gains since 2010 and a decisive win for Gov. Scott Walker in June's recall election. GOP officials said they used the recall election to target and identify over a million Republican voters who can be called on to turn out for Romney in November.
An Obama campaign official recently dismissed tight Wisconsin polling as "a sugar high" following Romney's choice of Wisconsin Rep. Paul Ryan as his running mate.
Wisconsin is listed as a toss-up on CNN's Electoral Map. Obama won the state in 2008 by 14% over Sen. John McCain.
Both Ryan and Vice President Joe Biden are campaigning in the state this week.
- CNN Senior Producer Kevin Bohn contributed to this report.