Sen. Marco Rubio's (R-Fla.) stronger-than-expected third-place finish in the Iowa caucuses has him on the inside track to the so-called "establishment lane" in the Republican presidential primary. That theory basically holds this: He could united the supporters of all the establishment candidates and face off with Donald Trump and Ted Cruz for the nomination.
From there, a big part of Rubio's argument will undoubtedly be that he's the candidate who has the best chance of winning in the general election -- something analysts generally agree upon, given Trump's broad unpopularity and Cruz's more hard-line political ideology.
And Rubio is indeed now going down that path. A new ad featuring Sen. Tim Scott (R-S.C.), a new Rubio endorser in a key early primary state, features both Scott and the slogan at the end declaring Rubio to be a candidate who can "win in November."
Here are the closing graphics, both of which include "win in November."
Update 5:15 p.m.: In case it wasn't obvious that this is the campaign's new strategy, it is out with a new web video labeling Rubio the "conservative who can win."