John McCain, ushering in what will likely be a season of so-called "contrast ads," took a swipe at Barack Obama's message of hope in his latest television ad out Tuesday while in his own latest ad, Obama directly referenced McCain for the first time.

Obama's TV ad, titled "New Energy," criticizes McCain for siding with President Bush to support offshore oil drilling. The ad is running in the battlegrounds of Michigan, Ohio, Pennsylvania and Wisconsin.

"On gas prices, John McCain's part of the problem," the narrator says. "McCain and Bush support a drilling plan that won't produce a drop of oil for seven years ... He's voted with Bush 95 percent of the time."

The ad says Obama plans to make the United States energy independent and bring relief to middle class families while McCain will follow the Bush policy of more tax breaks for oil companies.

The Obama campaign said that the ad "sets the record straight on energy policy and responds to false, negative attacks by John McCain and the Republican Party."

"Barack Obama's energy plan will provide meaningful short-term relief for our families and make a historic investment in alternative energy development that will create millions of new jobs, keep the cost of energy affordable and secure our energy independence once and for all," the campaign said.

The McCain campaign issued a response to the Obama ad, saying it is the first negative ad to be launched by either of the two presidential campaigns this election.

The ad "follows a string of calculating position changes, proving that Barack Obama’s commitment to a new type of politics is officially over," said spokesman Tucker Bounds.

But McCain, who in a recent ad called Obama the "Dr. No of energy security," has been striking at Obama for weeks as he tries to foster the image of a scrappy underdog.

His latest, minute-long ad does not mention Obama by name but makes clear reference to his reputation as a powerful speaker on the stump. It touches a theme McCain has pushed that Obama's political pledges are empty words.

"John McCain doesn't always tell us what we 'hope' to hear. Beautiful words cannot make our lives better," the narrator says. "But a man who has always put his country and her people before self, before politics can. Don't 'hope' for a better life. Vote for one."

The ad, called "Love," seems to be somewhat of a departure from his lead-off ad of the general election campaign, in which he declared "I hate war," and said, "Only a fool or a fraud talks tough or romantically about war."

The new ad begins with what looks to be Woodstock-era footage of protesters, and then shifts to show a black and white photo of McCain, bluntly describing his time as a prisoner of war in Vietnam.

"It was a time of uncertainty, hope and change. The Summer of Love," the narrator says. "Half a world away, another kind of love -- of country. John McCain: Shot down. Bayoneted. Tortured."

The narrator describes how McCain refused early release, and then later joined Congress to tackle campaign and spending reform, as a Washington "maverick."

"He believes our world is dangerous, our economy in shambles," the narrator says.

Neither campaign would disclose how much was spent on either ad buy.

A McCain aide told FOX News the "Love" ad was a "significant buy." It's airing in nearly a dozen swing states and on cable nationally.

McCain also took a swipe at the presumptive Democratic presidential nominee in a Spanish-language radio ad released last week. In the ad, a Latino supporter said McCain has "earned the trust of Latinos," while "it seems to me that the other candidate has just discovered the importance of the Hispanic vote."

The Obama campaign disputed that claim, releasing statements of support from two prominent Latino supporters -- Los Angeles Mayor Antonio Villaraigosa and California Rep. Xavier Becerra.

Both men were speaking to the League of United Latin American Citizens on Tuesday, one of the oldest and most influential organizations for Hispanic voters.

Click here to see McCain's new ad.

Click here to see Obama's new ad.

FOX News' Bonney Kapp and Mosheh Oinounou contributed to this report.