Democratic Attorney General candidate and state Sen. Mark R. Herring of Loudoun County is launching his first television ad less than two weeks before the party’s primary to determine its nominee.

The 30-second ad, titled “Believe,” will begin airing Friday in Northern Virginia and will run through June 11 — the date of the primary — according to campaign officials. In the spot, Herring tells voters what his approach to the attorney general’s office would be.

“Politicians should stay out of your private decision to use birth control, leaders have a responsibility to protect our families from gun violence, and suppressing the right to vote is downright un-American,” Herring says.

The ad goes on to say that Herring has “the backbone to do what’s right for Virginia: Defend a woman’s right to choose, expand background checks for gun sales, and put an end to voter ID laws that suppress the right to vote.”

Herring is challenging former federal prosecutor Justin Fairfax for the Democratic nomination. The winner will face Republican state Sen. Mark D. Obenshain of Harrisonburg in November.

They are vying to replace Ken Cuccinelli II (R), who running for governor this fall against Democrat Terry McAuliffe. While Obenshain has aligned himself with the attorney general, the Democratic candidates have focused much of their attention on contrasting themselves to Cuccinelli, arguing that he has too often inserted politics into policy.