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Republican businessman Bill Maloney released his first television ad of the West Virginia gubernatorial race -- and though it's a negative ad, it doesn't directly criticize his opponent, Democratic Gov. Earl Ray Tomblin.

Instead, the spot dives in with an attack on President Obama, who's extremely unpopular in the state and sure to be a focal point of Maloney's effort (Tomblin, along with Democratic Sen. Joe Manchin, has so far declined to endorse the president).

"Barack Obama promised our children change," says the ad's narrator. "But the change he's promised has darkened, with his record of higher taxes, crushing debt, and lost jobs." The spot then pivots to Maloney describing his plan for the state.

The ad will be broadcast statewide starting Friday.

Tomblin and Maloney are gearing up for a rematch -- the two faced off in a special election last year.