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Democratic Congressman Gary Peters, who's running for Michigan's open Senate seat, is up with his first TV ads of the race.
And they will air on Friday, when both Michigan and Michigan St. play in the NCAA basketball tournament's Sweet Sixteen, a campaign official tells NBC News.
Here is the 30-second ad the campaign is running:
And here is the 60-second version:
Peters' likely Republican opponent in the general election is former Michigan Secretary of State Terri Lynn Land. The Cook Political Report rates the contest as "Toss Up."
Prior to Peters' ad buy -- a seven-figure buy over the next seven weeks, according to the campaign -- the Koch Brothers-backed Americans for Prosperity had been bombarding Michigan with advertisements hitting the Democrat for his vote in favor of the 2010 health-care law.