The gun control group founded by New York City Mayor Michael Bloomberg will air a 30-second ad during the Super Bowl featuring a child narrator and aimed at the NRA’s flip-flop on background checks.
Because of the high-profile spot the Super Bowl affords it, the ad is perhaps the most significant gun-control push from Bloomberg’s group, Mayors Against Illegal Guns.
The ad will air in the Washington, D.C., area during the game tonight between the San Francisco 49ers and Baltimore Ravens. Erika Soto Lamb, a spokeswoman for the group, said in an email that the ad cost six figures.
The ad calls on Washington lawmakers to pass legislation increasing the strictness on background checks for gun buyers, using NRA CEO Wayne LaPierre’s 1999 statements to make its case.
“The NRA once supported background checks,” says a child narrator in the ad, cutting to comments from LaPierre in 1999. LaPierre backed off those comments this week during testimony before Congress, saying the NRA now opposed background checks because criminals would not submit to them.
“America can do this. For us,” the child narrator says, with more children flashing in the background of the ad. “Please.”
Soto Lamb said that the photos of the children in the ad are stock photos. To their significance, she said that “20 six- and seven-year-olds were lined up against a wall and shot in Newtown.”
Watch the ad here:
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