Presumptive GOP presidential nominee Mitt Romney today launched what is essentially his first television ad of the general election, reiterating a vow that his administration will approve the proposed Keystone XL pipeline on his first day in office.

The new 35-second spot, titled "Day One," also focuses on Romney's vows to cut taxes and repeal the health care reform act.

The ad opens as a narrator asks, "What would a Romney presidency be like?" Images of Romney are shown, before switching to images of pipeline construction: "Day one, President Romney immediately approves the Keystone pipeline, creating thousands of jobs that Obama blocked."

The Obama administration rejected an initial application for the proposed 1,700-mile Keystone XL pipeline, which would transport Canadian oil sands crude from Alberta to the Gulf Coast, over concerns about the pipeline's route through the ecologically sensitive Sand Hills area in Nebraska.

Romney's campaign did not return an immediate request for comment on the ad, but various media outlets reported it will air in Ohio, Iowa, Virginia and North Carolina -- all critical battleground states -- through next week. Time reported this morning that the campaign is spending about $1.2 million on the initial ad buy.

"On day one, President Romney will immediately approve the Keystone pipeline, creating thousands of jobs and strengthening our energy security," Romney campaign spokeswoman Andrea Saul said in a statement. "He will introduce tax reform that lowers rates and rewards job creators. And he will begin replacing Obamacare with common-sense health care reform. Compare that to what the first day of President Obama's second term would look like. On day one of the Romney presidency, we will begin restoring the greatness of America."

Romney's campaign likewise highlighted statements the candidate made in a March opinion piece in The Columbus Dispatch supporting offshore drilling in the Gulf of Mexico and the outer continental shelf, and drilling on Western lands and in the Alaska National Wildlife Refuge.