The group White Dudes for Harris rolled out a new $10 million ad campaign on Thursday, with the first ad of the effort targeting white men in Michigan, Pennsylvania and Wisconsin. 

The over one-minute-long spot addresses former President Trump’s grip on the white male vote but works to appeal to voters in the bloc who are disillusioned with him and his campaign. 

“All they’ve ever done is screw us over, but if you’re not on the MAGA train, where do you go?” the narrator says. “Then it hit me, this isn’t picking teams. It’s about who’s got a plan that’s going to make life better for me and my family.”

The ad goes on to say Vice President Harris and her running mate Minnesota Gov. Tim Walz (D) “are actually talking to guys like us.”

Politico was the first outlet to report on the ad. 

The effort comes after the group launched in July following Harris’s replacement of President Biden at the top of the Democratic ticket. The group raised over $4 million during its first organizing call that same month. 

“For far too long, Donald Trump has been able to fill the minds of a lot of white men in this country with lies, and we’ve learned in the past few months since launching White Dudes for Harris that there is a real hunger out there for an alternative,” the group’s founder Ross Morales Rocketto said in a statement on Thursday. 

While polls show Trump is generally leading among white men, Harris appears to be making inroads with the group. According to an NPR/PBS News/Marist national poll released earlier this month, Harris is trailing Trump 35 percent to 63 percent among white, non-college educated men. However, among white, college educated men, she’s leading Trump 55 percent to 45 percent.