Joshua Holt, the Utah man recently freed from a Venezuelan prison, is making his debut in a campaign commercial for Republican Rep. Mia Love.
Both Love and her Democratic opponent, Salt Lake County Mayor Ben McAdams, launched their first TV commercials this month for the high stakes race in Utah's 4th Congressional District.
Jason Perry, director of the Hinckley Institute of Politics, said the fact that both candidates are launching TV ads before Labor Day, when campaigns normally kick into high gear, shows how competitive the race is.
"This is a little bit earlier than that [Labor Day]," said Perry. "But the reality is it's happening because both these candidates want to make sure that they define themselves before their opponent does."
Love's 60-second ad features Joshua Holt and his mother Laurie Holt, who lobbied for his release from Venezuelan custody for two years.
"I went to Venezuela to marry my wife, Tammy, and that's when we were held hostage by the government of Venezuela," says Josh Holt in the ad.
Laurie Holt describes her son's ordeal and Congresswoman Love's supportive role in helping secure his release.
"Mia Love said, 'I will not let you down, and I'm here with you as a mother,'" says Laurie Holt, later adding, "Mia is definitely one who gets results."
Holt and his wife were freed after negotiations between Venezuelan officials and senior members of Congress, including Sen. Bob Corker, R-Tennessee, who flew to Caracas to escort Holt back to the U.S.
Jason Perry, director of the Hinckley Institute of Politics, said Love is trying to show she can be effective.
"Candidates want endorsements from people that voters will recognize that have something positive to say," said Perry. "Many people in Utah understand the story of Josh Holt and are happy to have him back."
Love's challenger, Salt Lake County Ben McAdams, launched a light-hearted 30-second television ad last week featuring his four children and wife, Julie.
"As mayor, dad brings people together," says McAdams' daughter, Kate.
"Helps the homeless; builds parks and trails," two other children chime in.
Perry said McAdams' ad is aimed more toward showing Utah voters he shares their values.
"He wants to demonstrate that he can be appealing no matter what your politics are," said Perry.
Neither campaign disclosed the cost of airtime purchased in this initial buy.
Perry said if the two candidates remain polling in a dead heat, Utahns can expect to see ads take a sharper tone heading into November.