Rep. Charlie Melancon (D-La.) announced today that he's throwing his hat into the Louisiana Senate ring. The third-term Blue Dog Democrat is expected to give Sen. David Vitter (R-La.) a run for his money.

"Today, I'm announcing my candidacy for the U.S. Senate to replace David Vitter because Louisiana deserves better," Melancon says in an online video. "Louisiana needs a different approach: more bipartisan, more disciplined, more honest, and with a whole lot more common sense."

Vitter has been expecting the announcement. As the AP reported earlier this week, Vitter mentions Melancon in recent ads critical of Democrats' health care reform plans. Vitter has also been criticizng Melancon at taxpayer-funded town halls -- so much so that the state Democratic Party chairman has filed ethics charges against him with the Senate Select Committee on Ethics.

The first term senator has been considered vulnerable since July 2007, when his phone number turned up on call records of the "D.C. Madam." Vitter never clarified what he used the escort service for, though the recent transgressions of Nevada Sen. John Ensign (R) and South Carolina Gov. Mark Sanford (R) brought the Louisiana senator's situation back into the news.

In his announcement, Melancon emphasizes the importance of family. "I'm a proud family man. The father of two threat children. And Peachy and I celebrated our 37th wedding anniversary just last week."

In a statement, Sen. Robert Menendez (D-N.J.), chairman of the Democratic Senatorial Campaign Committee, promotes Melancon's strong family values as well.

"Charlie may have stepped into the national spotlight when he helped lead efforts to assist Louisiana after Hurricanes Katrina and Rita, but Louisianans know him best as a proud family man and experienced small business owner with a common sense approach to bringing people together, solving problems and getting results," Menendez said. "I have every confidence that Charlie Melancon will run a strong campaign and by next November, voters will want him serving as an independent voice for Louisiana in the United State Senate."

Melancon also emphasizes his southern, moderate roots. According to National Journal's congressional vote ratings, Melancon has been one of the more moderate members of the House since his election in 2004, while Vitter has regularly been one of the most conservative senators.

"I'm a pro-life, pro-gun Southern Democrat. I've got an A rating with the NRA. And I've been an avid hunter and fisherman my entire life. I'm a proud centrist, a Blue Dog, a straight-up-the-middle fighter for the little guy who is struggling to make ends meet."

Through the end of June, Vitter reported having $3.2 million in cash on hand, while Melancon reported $1.23 million in his campaign account.