Florida Sen. Marco Rubio is teeing up his effort with social conservatives Tuesday with a new ad going up in Iowa and New Hampshire pushing for "traditional values."

Speaking directly to the camera, Rubio pushes against those in America who label those holding "traditional values" as "bigots and haters."

"This election is about the essence of America. About all of us who feel out of place in our own country, a government incredibly out of touch, and millions with traditional values branded bigots and haters," Rubio starts off in the ad, which is titled "About."

The new message follows news that Sen. Ted Cruz has overtaken Donald Trump for the lead in Iowa, with only 50 days to go until the first ballots are cast there. A new Bloomberg poll shows Cruz up 10 points over Trump, and a Fox poll put Cruz up by two points.

Read more on WashingtonExaminer.com