Republican presidential candidate, former Fla. Gov. Jeb Bush, speaks at the Defending the American Dream summit hosted by Americans for Prosperity on Aug. 21, 2015, at the Greater Columbus Convention Center in Columbus, Ohio.
Paul Vernon—AP
September 8, 2015 10:09 AM EDT

He never says Donald’s Trump’s name, but former Florida Gov. Jeb Bush’s first television ad of the campaign is clearly taking aim at the real estate mogul who is atop the polls.

“If you want more D.C. politicians or more self-promoters, you’ve got options,” Bush says into the camera during the 30-second ad that his aides sent reporters on Tuesday. Instead, Bush pitches himself as an outsider to Washington and a proven two-term Governor. “Anyone can talk,” Bush says. “I’ve delivered.”

Aides say the campaign is spending $500,000 to air the ad in broadcast markets that reach voters in New Hampshire, a state that is at the center of his strategy. Aides added that 15% of the ad buy would be in targeted online ads to New Hampshire voters. The three-week buy is relatively modest but is a sign that Bush is starting to spend some of his campaign cash.

Bush has seen his standing in polls and fundraising slump as Trump has risen from reality-show star to serious contender. Bush aides for months insisted voters would eventually lose their infatuation with Trump. Now, however, they are realizing that plan is insufficient and in need of a change.

“I’m offering something different: leadership, ideas and a proven conservative record,” Bush says in the ad. “As Governor, I cut taxes, cut spending, balanced budgets and Florida led the nation in job creation.”

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Write to Philip Elliott at philip.elliott@time.com.

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