Steve Poizner is counting on worries about illegal immigration to gain ground on Meg Whitman in the California Republican primary.

In the wake of a protest march in Washington that drew tens of thousands to the Capitol, the former state insurance commissioner is set to launch an anti-illegal immigration TV ad. The 30-second spot, titled "Liberal Failure," is airing statewide starting Tuesday, according to Poizner's campaign.

"As governor, I will stop taxpayer-funded benefits for illegal immigrants. If necessary, I'll bring it to you as a ballot initiative," Poizner said in the ad, which features what looks like a Buick flying off a cliff.

The consulting firm Stevens & Schriefer Group produced the spot. Last year, the firm gained notoriety for helping Gov. Chris Christie (R) win in New Jersey.