Sen. Lamar Alexander, R-Tenn., launched the first TV ad of his re-election campaign on Thursday, reminding voters of his conservative principles and years of fighting on behalf of the state.

As he seeks a third term and fends of a GOP primary challenge, the Alexander campaign is pushing out the ad statewide. The 60-second spot will hit the airwaves on Monday and run for four weeks, according to an Alexander consultant, who would not reveal the exact buy size.

“To that land where politics too often doesn’t work, Tennessee sends Lamar Alexander,” the ad’s announcer says to kick off the ad. “Conservative, honest, smart. Lamar Alexander is Tennessee.”

https://www.youtube.com/watch?v=-HYakjj5CA8

Alexander is a solid favorite in the primary against three announced candidates. They include state Rep. Joe Carr, who announced this week raising $250,000 in the fourth quarter. The incumbent has yet to reveal his fundraising from the final quarter of 2013, but he ended September with $2.8 million in the bank.

The filing deadline is April 3, and the primary is Aug. 7.

The race is rated Safe Republican by Rothenberg Political Report/Roll Call.