Campaign ads warning of immigrants illegally crossing the border into the U.S. are quickly becoming a staple of the Republican presidential primary fight. But Ted Cruz has added a new twist: His latest ad imagines the border crossers as dozens of men with briefcases and women in heels, sloshing through a river and run through the desert.

In a voiceover, the Texas Senator makes an economic case for being tough on illegal immigration, saying media and political elites cannot relate to the realities for lower-wage workers. “The politics of it would be very very different if a bunch of lawyers or bankers were crossing the Rio Grande,” he says. “Or if a bunch of people with journalism degrees were coming over and driving down the wages of the press.”

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Cruz’s spot comes in the same week that both businessman Donald Trump and former Florida Gov. Jeb Bush released new ads, in a flurry of activity before early-voting begins in Iowa and New Hampshire.

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Write to Tessa Berenson at tessa.berenson@time.com.