WASHINGTON — Rep. Beto O'Rourke released his first ad Thursday in his campaign to unseat Sen. Ted Cruz — a 60-second web spot that uses iPhone video from his quest to visit all 254 Texas counties.

The ad doesn't refer to Cruz. But it's titled "Showing Up" and it emphasizes physical presence in Texas — underscoring criticism that the senator neglected his home state during a presidential bid launched just 26 months after taking office.

The El Paso Democrat hits that theme often, and he asserts on his website that Texans deserve a "full-time, full service Senator."

"Showing Up" will be released online only, campaign spokesman Chris Evans said.

O'Rourke has been socking away campaign cash at a breakneck pace. But with just under 100 days to go, neither side has begun a costly TV blitz.

During the second quarter of this year, the challenger raised more than $10 million. That puts his war chest at $14 million, compared to Cruz's $10.4 million, according to federal filings.

While O'Rourke now has the fundraising advantage, Cruz has a sizable edge in name recognition. Advertising could close that gap. But with 20 media markets, blanketing Texas with TV ads would not come cheap.

Cruz released a radio ad the night of the March primaries that pulled no punches, unlike the more upbeat approach in O'Rourke's new ad.

It was a jingle that hit the Democrat for being too liberal for Texas, criticizing his views on immigration and gun control and mocking his use of a Hispanic nickname — as he's done since childhood.

"Beto wants those open borders, and he wants to take our guns. Not a chance on earth he gets the vote of millions of Tex-ans," were among the lyrics, to the tune of "If You're Gonna Play in Texas."

A University of Texas/Texas Tribune poll released June 25 shows that Cruz has a 5 point lead. Other polls show a wider margin, but with the challenger still within single digits.

On Sunday, O'Rourke will set off on a 34-day road trip across Texas, with stops planned in more than 50 cities. The drive and the stump speeches will be livestreamed, a hallmark of the congressman's effort.

The ad released Thursday crams in clips from nearly two dozen appearances earlier in the campaign.

"This campaign is about showing up in every county and every community within every county, talking to everyone, taking no one for granted and writing no one off," he said in a statement unveiling the ad.