Screen shot 2013-04-10 at 2.55.14 PMBURK,LELAND-HEAD-SHOTLeland Burk, an openly gay candidate for Dallas City Council District 13, began running TV ads on cable that will air through the election — an unusual but not unprecedented move.

Burk’s campaign manager C.P. Henry said although this isn’t a first, TV isn’t used often in council races, and the cable buy overreaches beyond the district. He said District 13 incumbent Ann Margolin used radio ads in 2009 in her race against Brint Ryan — who ran TV ads.

Burk faces Jennifer Staubach Gates, Richard Sheridan and Jacob King. Gates is his principal opponent. Both Burk and Gates are running well-funded campaigns in the wealthy district, and voters will soon get a better idea of how much they’ve spent with campaign finance reports due Thursday.

Burk’s ad is called “Middle Names” and plays off Gates using her maiden name in large letters on her campaign signs.

Burk uses a variety of middle names in the ad, including “Financial Expert,” “Budget Watchdog,” “Entrepreneur,” “Business Leader,” “Experience” and “Endorsed by Ann Margolin.” The middle names appear on campaign signs placed throughout the district.

Burk is basing his campaign on his experience in oil and gas, real estate and as a bank founder — and has downplayed his family ties to the Zale and Lipshy families.

District 13 covers Preston Hollow but includes a small piece of Oak Lawn as well as parts of Northwest Dallas inside LBJ Freeway and Vickery across Central Expressway near NorthPark.

Watch the ad below.