The introductory spot features average supporters touting Pallone's work on healthcare and environmental issues, while the congressman elaborates on his own policy efforts.
At the end of the ad, he notes he worked on policy with the now deceased Sen. Frank Lautenberg (D), whose seat he's vying to take in Congress, and in doing so hints at criticism of Democratic front-runner Cory Booker.
"[Lautenberg] basically was a workhorse, and he didn't care about the spotlight," he says in the ad. "I feel the same way. You want to get things done and make a difference in people's lives."
Lautenberg's family endorsed Pallone, and his son, Josh Lautenberg, knocked Booker as a "show horse, not a workhorse" — something he said bothered his father.
Booker's opponents believe characterizing him as a political celebrity concerned more with his political future than work for his constituents could help cut into his commanding lead of the Democratic primary field in the polls.
Another Democrat in the race, Rep. Rush Holt, also released a Web ad on Thursday, which touted his support for taxing stock trades to cut down on excessive speculation in the market.
"Wall Street computers are beating up the middle class. We can stop that with a speculation tax. Most Democrats in Washington won't touch it — but I will. We can do this," he says in the ad.
The ad touches on another issue Booker's Democratic opponents hope will prove a liability for the Newark mayor — his ties to the financial community.
Out on the campaign trail, Pallone knocked Booker, characterizing him as "too close to Wall Street."
Booker, meanwhile, is opening a field office in Newark on Thursday night, and plans to go running with supporters and volunteers afterward, part of a series of similar events he's planning across the state to highlight his work to improve child nutrition.