(CNN) - Republican Colorado Senate candidate Jane Norton is seizing on opponent Ken Buck's now-infamous "high heels comment," launching a new ad Friday saying Buck's off-color remark shows "he'd fit right in" to the culture of Washington.
The ad – which was previewed by the campaign on YouTube Thursday - was quickly cut after a video surfaced showing Buck telling voters they should support him "because I do not wear high heels."
The comment, clearly made in jest, drew roaring laughter from the crowd though was quickly criticized by Democrats and Norton supporters as being inappropriate. But a spokesman for Buck says the gender issue is one Norton herself has repeatedly raised.
"The Norton campaign wants gender politics to be an issue in this campaign. They are the ones who have talked about it," spokesman Owen Loftus said.
The Norton campaign tells CNN the new ad will run a week to 10 days on broadcast and cable in Colorado media markets.
Norton, the state's former lieutenant governor, enjoys the backing from national Republicans and has a clear money advantage over Buck. But Buck, the Weld Country District Attorney, has enjoyed strong support from the Tea Party movement and leads Norton in a string of recent polls by single digits.
The winner of that contest will face the victor of the Democratic battle between incumbent Sen. Michael Bennet and former state House Speaker Andrew Romanoff this November.
Both party's primaries will be held on August 10.
–CNN Deputy Political Director Paul Steinhauser contributed to this report