Sen. Lamar AlexanderAndrew (Lamar) Lamar AlexanderThe risk of kicking higher ed reauthorization down the road Maternal deaths keep rising in US, raising scrutiny Supreme Court weighs future of online sales taxes MORE (R-Tenn.) launched the first ad of his reelection fight on Thursday, a one-minute biographical spot that seeks to humanize the candidate and boost his conservative credentials.

“To that land where politics too often doesn’t work, Tennessee sends Lamar Alexander,” the narrator opens the ad, which will run for a month starting Monday. “Conservative, honest, smart. Solving problems. Lamar Alexander is Tennessee.”

The rest of the ad features various supporters touting his accomplishments, both personal and policy-oriented, in Tennessee. An auto executive declares he’s brought the auto industry to Tennessee, a business owner says he’s stood strong against ObamaCare.

Others offer a more personal side of the quirky senator, noting his classical piano-playing skills, the fishing and hunting he’s done with his sons and the fact that when he ran for governor he drew notice for walking across the state to talk to voters.

“Lamar’s seniority got us to sing at the inauguration!” members of the Lee University Choir say in the ad.

The seniority, the opposition to ObamaCare and Lamar’s popular personal profile are all points the senator hopes will guard him against a primary challenge from three announced candidates.

The most prominent among them, state Rep. Joe Carr, announced he had significantly increased his fundraising pace in the fourth quarter, drawing $250,000 in contributions.

Alexander remains the heavy favorite in the race, however.