(CNN) – Sen. Joe Manchin wants people to know he's serious about making cuts–and uses some special scissors in a new television ad to sharpen that point.
"For more than twenty years Joe Manchin has gotten his hair cut by the same barber–his wife Gayle," the ad's narrator says.
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The unusual spot, released Monday, features the West Virginia senator sitting happily in his kitchen as he gets a new trim.
"So, it's not surprising as governor, he cut waste, cut taxes and put our state's finances in order," the narrator says.
Having first won the Senate seat in a 2010 special election to replace the late Sen. Robert Byrd, Manchin is now up for a full six-year term. Previously, the Democrat served as governor of the state.
The senator is defending his seat this fall against Republican John Raese, marking the second time the two candidates have gone head to head. Raese put up tough fight against Manchin in the 2010 special election.
The incumbent senator made headlines earlier this year for bucking those to his left in the party, deciding to skip the Democratic convention and hinting he may not vote for President Barack Obama.
As Manchin smiles in the new ad–the second of his campaign–his wife continues to snip away at his salt-and-pepper hair. The narrator claims that since moving to Capitol Hill, Manchin has returned $700,000 to the federal treasury.
"I'm Joe Manchin. I sponsored this ad because a penny saved is a penny earned," the lawmaker says.
But it's his wife, Gayle, who gets the final word.
"And he's cheap!"