As he faces a tough re-election battle next year, Sen. Mark Pryor is turning to his faith.
The Arkansas Democrat's latest ad is a stark departure from the bitter ads that have already been hitting the state's airwaves in his campaign against GOP Rep. Tom Cotton.
"I'm not ashamed to say I believe in God, and I believe in his word," Pryor says in the 30-second spot, released on Tuesday. The Bible teaches us no one has all the answers -- only God does. And neither political party is always right. This is my compass, my north star," says Pryor as he sits in a chair with his open Bible. "It gives me comfort and guidance to what's best for Arkansas. I approve this message because this is who I am and what I believe."
Arkansas TV station KATV, which premiered the ad last week, reports that the campaign made a substantial statewide buy for the spot as both candidates have taken a break in their partisan tones as the holidays approach. Instead of ads hitting Pryor over his votes in support of the Affordable Care Act, Cotton is running an ad featuring his mother sitting in front of a Christmas tree talking about his military service.
A conservative Democrat, Pryor has taken hits from both the left and right as he seeks a third term in a state where Obama got just 37% in 2012. A University of Arkansas Poll released in October showed Pryor in a dead heat with his GOP challenger, 36% to 37%, but the Democrat had just a 34% approval rating.