HMP's new effort in Florida's 2nd district features the group's second ad in the race, backed by a previously-announced $275,000 buy, a radio ad and a web campaign, which includes pre-roll video and mobile and social ads, among other aspects.
The new television ad touts Democrat Al Lawson's background, noting that he "grew up poor," graduated from college and started a business, while attacking Southerland for policies that the ad characterizes as detrimental to education funding and access.
The radio ad ties Lawson to Obama, and tells voters that "President Obama needs your vote, but he also needs you to vote for Al Lawson for Congress." HMP went up on African American radio with an ad last week, as Democrats believe the turnout among that demographic group could be key to Lawson's win.
Southerland's seat is not one that initially looked accessible, but Democrats have ramped up efforts there in recent weeks in hopes of boosting Lawson to a win. They cite a poll conducted mid-September that showed the two neck and neck as evidence that they can unseat the freshman lawmaker.
Watch the ad: