A commercial by a gun parts company from Georgia was deemed too controversial for the Super Bowl for its pro-gun message.
The one-minute spot about a Marine veteran discussing the importance of protecting his family, created by the company Daniel Defense, was rejected by a number of local media markets that objected to its content, ABC News reported.
“It’s been a long road getting here, and a lot has changed since I got back,” a male voice intones in the commercial, over images of a man parking a minivan in his driveway, scanning his neighborhood warily, and entering his home, where a photo of him in a dress blue uniform stands in a frame. As he embraces his wife and baby, the voice continues: “I am responsible for their protection, and no one has the right to tell me how to defend them. So I have chosen the most effective tool for the job.”
The ad fades into the logo for Daniel Defense, which features an AR-15 rifle.
But while local stations say they rejected the ad due to NFL guidelines, the NFL said they never reviewed the ad prior to the pre-game controversy it cause, according to ABC News.
The NFL does have advertising guidelines that prohibit certain kinds of commercials, but these guidelines make it unclear whether the Daniel Defense spot violates any criterial.
The 2013 season prohibited advertising categories list includes the following:
Firearms, ammunition or other weapons; however, stores that sell firearms and
ammunitions (e.g., outdoor stores and camping stores) will be permitted, provided
they sell other products and the ads do not mention firearms, ammunition or other
The language could put Daniel Defense in a grey area, since guns are not mentioned in the ad, but an image of one is featured at the end. The company did not immediately return a call from Marine Corps Times.
At any rate, the controversy has resulted in significant exposure for the company: the ad currently has over 228,000 views on YouTube.
Marines love their guns, but did this spot go too far? Weigh in below.