City Councilor Felix G. Arroyo, among a dozen candidates vying to succeed Boston Mayor Thomas M. Menino, plans to begin airing a 30-second advertisement in Spanish on Thursday morning for four weeks on Spanish-language networks, his campaign revealed today.

In the ad, the candidate stares into the camera as he describes his background and his family’s roots in Boston. He ends with the phrase “pa’lante con Felix,” which is Spanish for “forward with Felix.”

The spot will air on Univision and Telemundo.

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“The purpose of this early advertisement is to build support from the Latino community,” said Doug Rubin, Arroyo’s senior campaign adviser. “We are running a grass-roots campaign and want people to be engaged.”

He declined to say how much the campaign spent on the ad.

The arrival of TV commercials is undeniable evidence that the mayoral campaign is beginning to shift into high gear. The preliminary election, which will reduce the field of 12 to two finalists, is set for Sept. 24.