Rancher Aubrey Dunn Jr. on Sunday became the first candidate to go on the air in the competitive Republican primary to replace Rep. Steve Pearce (R), who is running for Senate.

Dunn’s 30-second biographical TV spot, produced by PoliWorks, depicts him as a mild-mannered hard worker who is eager to go to Congress to help New Mexico families.

“Some people claim I’m a workaholic,” Dunn says as the ad opens. “That’s why I have a ranch, because there’s always something to do on a ranch.”

As pictures of ranch life flash on the screen, Dunn talks about his vision for the future, and — without naming him — refers to “my dad,” a popular former state Senator also named Aubrey Dunn.

“I want to be a servant to the people of New Mexico,” Dunn concludes.

Dunn is locked in a battle for the GOP nomination with restaurateur Ed Tinsley, who is also personally wealthy.

— Josh Kurtz