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 new ad — 'First Law' — illustrates President Obama’s belief that hard work should pay off for all Americans," the Obama campaign said in a statement. "That’s why the first bill he signed into law was the Lilly Ledbetter Fair Pay Act, which helps ensure women can fight for the same pay as men for doing the same work. President Obama knows that equal pay for women means a stronger middle class for America."
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.