Troy Jackson has launched his first TV ad in his run for U.S. Senate since being named the Democratic nominee just over a week ago.

The 30-second spot, “Fifth,” seeks to introduce Jackson to voters by highlighting his personal history as a fifth-generation logger and his connection with the struggles of working-class families.

The ad, which the campaign has backed with a seven-figure investment, suggests that Republican Sen. Susan Collins, 73, is out of touch with the concerns of people struggling to make ends meet.

The ad comes with just over 90 days to go before the Nov. 3 election.

The spot is narrated by Jackson and opens with scenes of him pouring a cup of coffee and then driving down a rural road. He says he’s a fifth-generation logger —the son of a schoolteacher whose father worked 16-hour days in the woods.

Jackson, a 58-year-old former Maine Senate president from Allagash, talks about how he led a blockade at the northern border to stop a corporate landowner from bringing in cheaper, foreign labor.

“Susan Collins didn’t help us then, and she’s certainly not helping us now,” Jackson says. “We’re all getting crushed out here. Healthcare, housing, heat. We’ve gotta fight back. We’re all hungry for it. Maine is ready for a change.”

Maine’s race is one of several key battlegrounds for both political parties seeking control of the Senate.

Democrats need to flip four seats to regain control of the upper chamber. And Maine is seen as a top pickup opportunity, since Collins is the only Senate Republican running in a state won by Democrats in the 2024 presidential election.

But in some ways, Jackson has a lot of ground to make up as his campaign begins. Collins and her allies have been on the air for over a year building up the five-term incumbent’s reputation as an independent-minded senator who uses her experience and seniority to bring federal dollars back home to Maine. Jackson is just now hitting the airwaves.

Collins had about $11 million in cash on hand through the end of June, and Republican-aligned groups have poured tens of millions of dollars into boosting her image, according to the advertising tracking firm AdImpact.

Jackson’s campaign announced last week it had raised $2 million in the days following the Maine Democratic Party’s special nominating convention in Bangor on July 25.

Jackson replaced Graham Platner, who dropped out of the race amid escalating scandals that culminated in a sexual assault allegation that Platner denies.