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What's Sen. Mark Pryor doing with Bible in new campaign ad?

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(Read caption) Sen. Mark Pryor (D) of Arkansas holds a Bible in this screenshot taken from his new campaign ad.

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Democratic Sen. Mark Pryor of Arkansas has begun to explicitly invoke his Christian faith as a reason why state voters should reelect him in 2014. He’s talked about it in political gatherings back home, and on Wednesday his campaign unveiled an unusual ad in which Senator Pryor cites the Bible as the wellspring of his political values.

“This is my compass, my North Star,” says Pryor, holding his Holy Book as he looks straight into the camera. “It gives me comfort and guidance to do what’s best for Arkansas.”

Statewide candidates don’t often talk so directly about religion. Pryor is certainly a devout Christian, but he’s now brought this private matter into the public arena. Opponents will surely question his motives. Why has he gone in this direction with an election still 11 months away?

Our answer to this question has two parts. The first is that he’s in trouble and needs to start the intense part of his campaign with something big.

In 2008, Arkansas Republicans did not bother to field a challenger to Pryor and he ran essentially unopposed. But the political landscape is much different now, and in 2014 he’s perhaps the most endangered member of a small club: red state Democratic senators.

In the past, Arkansas has not been as solidly Republican as many other Southern and border states. But it’s getting there. Pryor’s Democratic colleague, Sen. Blanche Lincoln, was swept away in 2010 and he’s now the lone member of his party in the Arkansas congressional delegation. In presidential politics, the state has never voted for Barack Obama. Sen. John McCain won 59 percent of the vote there in 2008. Mitt Romney took 61 percent in 2012.

Now Pryor is looking at a volatile electoral landscape in 2014. He voted with other senators of his party for the Affordable Care Act, also known as Obamacare, and given that law’s current unpopularity, his chances for a third term might not seem great. Oh, and he’s also facing a well-known GOP member of congress, Rep. Tom Cotton, who’s an Iraq and Afghanistan war vet.

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