Daniel Defense, a company that sells guns, submitted a commercial to Fox to be played during the Super Bowl in 2014. Fox denied the spot, citing the NFL's rule that prohibits the advertisement of "firearms, ammunition or other weapons" during games. But gun enthusiasts claim that the commercial doesn't advertise guns. It just advertises the Second Amendment.
The commercial shows a father coming home from war to see his wife and baby daughter. The ad implies he's a war veteran, and now that he's home, his "family's safety is his highest priority" and "no one has the right to tell me how to defend them." Creepy music plays in the background as he picks up his daughter from her crib, as if danger could strike at any moment. Cut to the Daniel Defense logo, and picture of a firearm.
Guns & Ammo explains why it thinks Fox made the wrong decision. The NFL allows commercials from stores that sell guns, provided the stores also sell other items. So, "according to these guidelines, Daniel Defense’s Super Bowl commercial does not violate NFL policy for two reasons: Daniel Defense has a brick-and-mortar store, where they sell products other than firearms such as apparel. [And] the commercial itself does not mention firearms, ammunition or weaponry." (Note: Guns & Ammo recently fired editors over an essay that floated some gun control measures.)
Second Amendment defenders are, of course, ready to boycott the Super Bowl. Here's "Bobby and Peg 1976" comment on Breitbart's coverage of the incident:
Another slap in the face for those of use that own weapons. We are not considered stable individuals, well looks like I will be out with the family practicing with my weapon, instead of watching the Super Bowl.
The Blaze calls it "the pro-gun commercial you won't be allowed to see during the 2014 Super Bowl." Media Research Center's Dan Gainor tweets, "I love the #NFL, but league desperately wants me to go away." The Gateway Pundit, a conservative blog, says the ad was shot down because "it was too offensive." Colion Noir, who calls himself an urban gun enthusiast, made a video response.
He says the NFL is hypocritical for promoting a violent sport but denying firearm companies the right to advertise. He also points out that beer commercials and "Beyonce humping the stage" during the halftime show are more offensive than the Daniel Defense commercial. "You do realize that's like teaching a 15-year-old how to cook meth, pimp prostitutes, and gamble, but then beat him for picking his nose." He doesn't elaborate on that analogy.
Daniel Defense reportedly "offered to replace the [firearm] logo with an American flag and/or the words 'Shall not be infringed.'" Fox still said no deal.
This article is from the archive of our partner The Wire.