The National Rifle Association has released a four-and-a-half minute video in response to the proposals to curb gun violence unveiled by the Obama administration. Chock-full of fast cuts and given a heart-pounding soundtrack, the ad attacks members of the media for criticizing the NRA and calls Obama a hypocrite for protecting his children with armed guards.

The ad opens with a montage of criticisms in media of the NRA executive vice president Wayne LaPierre's December speech calling for armed guards in schools in a response to the massacre at a Newtown, CT, school earlier that month. A narrator then states, “The media speaks for elites. America speaks for itself.”

The ad also highlights the number of armed guards at the school attended by President Obama's daughters to make the claim that the President is a hypocrite for stating that he is “skeptical that the only answer is putting more guns in schools.” This attack follows up on a similar one made by the NRA in a recently released ad. The release of the White House's gun violence prevention plan today calls for federal funds to be used on school safety programs, including hiring more school resource officers, in addition to a number of proposals for stronger gun laws.   

After a graphic purports to show massive increases in NRA membership, the advertisement concludes with the claim that “America agrees with Wayne and the NRA.” In fact, polling demonstrates that America does not agree with the group's opposition to the proposals Obama laid out in his address.

Polling has demonstrated nearly unanimous support for requiring a criminal background check on every gun sale, including nearly three-quarters of NRA members who favor such a proposal. The NRA opposes requiring background checks on the private sale of firearms, which constitute up to 40 percent of the gun market. Majorities of Americans also support banning assault weapons and high-capacity magazines that hold more than 10 bullets, while the NRA has promised to oppose any new gun violence prevention measures.