LEXINGTON, Ky. - There are now three Democrats vying to unseat Senate Majority Leader Mitch McConnell in 2020. 

Farmer and retired Marine Mike Broihier announced his candidacy Thursday morning with a three-minute video titled "labels."

The video begins in black and white with people holding up chalkboard signs with different labels with Broihier speaking over the video. 

"Labels are powerful things, for 35 years Mitch McConnell has used labels to reinforce old prejudices, to divide us to main his grip on power," Broihier says. "But we are more than a collection of labels, we are each unique with own experiences and struggles, our individual hopes and dreams." 

Broihier grew up in Wisconsin before coming to Kentucky 14 years ago to farm, he is also a former small-town newspaper editor. He says his campaign is meant to appeal to all Kentuckians. 

“My campaign message is very simple: economic and social justice for every Kentuckian, every community; it’s about uplifting our state and her people,” said Broihier in a release. “That’s why I am running and that is what I will fight for in the Senate – every Kentuckian and every community – no person and no place gets left behind.”

Broihier is facing former fighter pilot Amy McGrath in the primary, who despite a rocky campaign rollout has already raised an impressive $3.5 million.

“I’m not the Washington Democrat’s hand-picked candidate. I get it," Broihier said. "Working a farm and substitute teaching in Lincoln County is rewarding but you don’t get rich. I’m just going to be me and we’ll let Kentucky’s voters decide.”

Medical professional Steve Cox has also filed to run for the seat. 

Kentucky Sports Radio host Matt Jones was removed from his hosting duties on WLEX's Hey Kentucky! as he mulls a run for the seat, and Democratic House Minority Leader Rocky Adkins, D-Sandy Hook, has also been rumored to be considering a run for the seat.