Texas Gov. Rick Perry has ramped up his television advertising with a third ad that will air in Iowa starting Wednesday.  The new ad, called “Values,” plays to Perry’s west Texas roots and his family’s career as farmers, along with touting his military background.

“As the son of tenant farmers from the west Texas town of Paint Creek, I learned the values of hard work, faith and family,” Perry reads in the TV spot.

The television ad features a photo of his sitting on a jet when he served in the Air Force along with old video of him with his father, Ray, and Perry playing the piano with his son, daughter and wife.

“I took those values with me when I served our country as a pilot in the Air Force.” Perry says. “I returned home to farm and ranch with my father and married my high school sweetheart. The values I learned served me well as governor of Texas, and will continue to guide me as president.”

The third ad is a deviation from Perry’s first two TV spots, which focused on his economic record in Texas. Perry began running television ads in Iowa two weeks ago and aired ads in New Hampshire one week ago.  The campaign is also running radio ads in both states.