New Jersey Governor Chris Christie is taking out his first TV ads in New Hampshire as he targets the state with the first primary to build momentum in a crowded Republican field.

“It matters for our country”.

In a statement, the campaign said today the ad “highlights the unscripted remarks”, Christie delivered in that televised event earlier this month. The Republican governor calls for strong American leadership and touts his straightforward style.

“If we’re going to lead we have to stop worrying about being loved and start caring about being respected again”, Mr. Christie says in the 30-second spot.

Samantha Smith, Chris Christie for President campaign spokeswoman, told msnbc the ad is part of a almost $500,000 buy and will run for four weeks across broadcast television in Boston and Manchester, N.H., in addition to cable, radio and digital statewide in the Granite State. “And that’s what America needs right now”. Christie held several town halls and smaller events, and he picked up the endorsements of ex- Nashua Mayor Bernie Streeter and ex- U.S. Attorney for New Hampshire Tom Colantuono.

Footage and sound from Christie’s launch speech is interspersed with images of a variety of people filmed working or gazing into the camera - including a one man who prominently wears both American and Mexican flag patches on his coat.

Christie’s ad is the second by a presidential candidate in New Hampshire so far in the cycle.