By Justin Sink - 06/21/12 11:49 AM EDT
The ad, which will air in Colorado, Florida, Iowa, North Carolina, Nevada, Ohio and Virginia, is the first in what the campaign says will be a series of ads specifically targeting women and their families.
The ad opens with images of the president with his single mother and two daughters, and transitions to video of women in the workplace.
"President Obama knows that women being paid 77 cents on the dollar for doing the same work as men isn’t just unfair, it hurts families," a narrator says.
Democrats have looked to target female voters this cycle, believing that the GOP's rejection of additional fair-pay protections and push on social issues like contraception and abortion could serve as a wedge in November. In a Monmouth University poll released last week, Obama held a 9-point advantage over presumptive GOP nominee Mitt Romney among women.