DENVER—The first TV ads in the race for Colorado governor will begin this week, courtesy of Republican candidate Bob Beauprez.
The Beauprez campaign declined to share the total cost of the ad buy, which will air on cable statewide and on network TV stations outside of Denver.
The rates to advertize on major TV station in Denver are cost-prohibitive for the campaign at this point, staffers for Beauprez tell 9NEWS.
Beauprez narrates the ad himself, beginning with a brief attack on Gov. John Hickenlooper (D-Colorado,) trying to tie the governor to President Obama.
"It's always the same with Barack Obama and John Hickenlooper," Beauprez says. "They promise a brighter future. They keep letting' us down."
As Beauprez says this, a series of references to news items appear: Colorado health insurance cancellations related to Obamacare, Hickenlooper's decision to delay the execution of Nathan Dunlap, and the rejection of a tax hike for education last year.
Watch the ad:
After this brief jab, the ad switches from gloomy black-and-white footage to full color while its message pivots to a positive image booster for Beauprez.
There is no mention of Scott Gessler, Mike Kopp, or Tom Tancredo, the other three candidates vying for the Republican nomination in the June 24 primary.
"We don't really consider them an issue, to be honest," Beauprez campaign spokesman Roger Hudson told 9NEWS.
The Beauprez campaign had $118,000 in cash on hand in the last financial disclosures on May 5, the most of any of the GOP candidates.
That amount pales in comparison to the $1.6 million in cash held by Hickenlooper's campaign at that time, benefiting from the incumbency and a lack of primary challenger.
The Hickenlooper campaign is generally biding its time until after the June primary, when it can focus its energies against one Republican challenger instead of several.
The governor's re-election campaign did not immediately respond to 9NEWS' request for comment.
FCC records show that Hickenlooper has already purchased TV ad time, with spots scheduled to begin in October.
Hudson defended the linking of President Obama and Hickenlooper in the ad by saying "Hickenlooper has gone all-in behind Obamacare."
The Beauprez campaign believes the former congressman has plenty of name recognition from his time in office, a job that is not listed on the brief resume given in the TV ad.
"What they may not know is that he's a dairy farmer, rancher, and has owned a community bank," Hudson said. "That may be something we can remind people of."
The Beauprez camp says slightly different versions of the ad will air in different media markets of the state. For instance, the western slope version will swap in water rights as a talking point.
In the Denver version of the spot, Beauprez emphasizes creating jobs, cutting taxes, and freezing "non-essential" regulations "on day one."
The campaign did not elaborate on which regulations it considers essential.
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