[cnn-photo-caption image= http://i.l.cnn.net/cnn/2008/images/01/17/art.romneygiulianiad.cnn.jpg caption=" Giuliani's new Florida ad includes a quote from Romney."]
WASHINGTON (CNN) - Republican Mitt Romney launched a new ad in Florida Thursday that showcases the former Massachusetts governor's newly-embraced change theme.
Rudy Giuliani also put up a new ad in the state Thursday that touts praise from several conservatives on his tax record. The 30-second spot, “Quotes”, even includes a line from Romney praising the former New York City mayor: "Mayor Giuliani has a great record on cutting taxes."
In Romney’s new 30-second spot, “Chairs”, he tells viewers that "I keep hearing the same thing, that Washington is broken."
"If you send the same people back to Washington just to sit in different chairs, nothing will happen," he continues. "I will change Washington. I will take it apart and put it back together. I know how to bring change."
The new ad is a clear sign Romney plans to fight for Florida - a state where rival Giuliani has focused most of his campaign resources. In an interview over the weekend, the former mayor said a win in the state was critical to his presidential chances.
Although Giuliani has staked his White House bid almost entirely on Florida's January 29 primary, Romney has significantly outspent him in television advertising there.
According to an analysis from TNS Media Intelligence/CMAG, CNN's consultant on television campaign advertising, Romney has spent close to $3 million on 3,500 spots in Florida while Giuliani has spent roughly $2 million on 2,100 spots. No other candidate has gone up with advertising there.
- CNN Ticker Producer Alexander Mooney