Republican gubernatorial candiate Victor Mitchell is hitting the airwaves Friday with radio ads that portray him as an innovator prepared to tackle Colorado’s problems from the perspective of a successful businessman.

The three ads, titled “Business Mind,” “Vocational” and “Regulation,” introduce Mitchell as “our kind of guy for governor” and include the candidate talking about the unconventional approach he’d take to spurring the economy across the state.

“”I think we desperately need a business owner, an entrepreneur to fix our problems,” Mitchell says in one of the ads. “These are pressing problems that are going to require a lot of leadership. They’re going to require a lot of people who are outside of government to come into government and service with no political agenda.”

In another ad, an announcer says, “Vic knows the recipe for success and believes it will take bold leadership from an outside business mind to solve the problems facing Colorado today.”

Mitchell, a former state lawmaker from Castle Rock, launched his run in February by loaning his campaign $3 million and still had $2.65 million in the bank at the end of June, according to a campaign finance report.

The 60-second ads are set to air on conservative talk radio stations with initial ad buy in the low five figures, a media buyer told Colorado Politics. Mitchell’s campaign declined to reveal details about the ad campaign.

In addition to introducing himself to voters as “an innovator, a problem-solver,” Mitchell proposes establishing a 64-county economic development plan that works with local officials to “bring infrastructure and community college training and private employers into their areas.” He also suggests making it less expensive to obtain degrees in STEM fields – science, technology, engineering and math – from state universities.

Mitchell is the first candidate running in next year’s election to broadcast commercials, although he’s been investing heavily in digital advertising. Mitchell attracted nearly 150,000 views from Colorado voters in just over a week for an animated video explaining his health care solutions, his campaign said Thursday.

Gov. John Hickenlooper, a Democrat, is term-limited after next year’s election. Republicans who want his job include Mitchell, prosecutor George Brauchler, former investment banker and Mitt Romney nephew Doug Robinson, early Trump supporter Steve Barlock, Larimer County Commissioner Lew Gaiter III and former Parker Mayor Greg Lopez. Potential GOP candidates include State Treasurer Walker Stapleton, Attorney General Cynthia Coffman and former CSU Athletic Director Jack Graham, who finished second last year in the U.S. Senate primary.

Listen to the “Business Mind” ad here:

Listen to the “Regulation” ad here:

Listen to the “Vocational” ad here: