Pryor touts his faith in latest campaign ad

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Sen. Mark Pryor (D-Ark.) touts his Christian faith in his latest ad, a move seemingly designed to appeal to the large swath of religious voters in his conservative state. 

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"I'm not ashamed to say that I believe in God, and I believe in His word. The Bible teaches us no one has all the answers. Only God does. And neither political party is always right," Pryor says in the ad. "This is my compass. My North Star. It gives me comfort and guidance to do what's best for Arkansas."

The positive holiday season ad comes after a barrage of early negative advertising from both sides. Pryor's opponent, Rep. Tom Cotton (R-Ark.), has also been on the air in recent weeks with a positive spot featuring his mother.

Pryor is facing a tough challenge from Cotton in the Republican state.