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NFL rejects gun maker's Super Bowl ad

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10:11 AM ET 12.07 | Georgia gun manufacturer Daniel Defense remains puzzled by the National Football League's decision to turn down a "defending your home" commercial the Savannah-area company wanted to run in select markets, including Atlanta, during Super Bowl XLVIII in February. The ad features a veteran walking through his home and lamenting that "a lot has changed" since he'd returned to civilian life and to his wife and infant child. The vet says his family's safety is now his highest priority. "I'm responsible for their protection, and no one has the right to tell me how to defend them," the vet says. "So I've chosen the most effective tool for the job." The commercial ends with a voice-over and words in big letters: "Daniel Defense. Defending your nation. Defending your home." Right under the words is the silhouette of a rifle. Daniel Defense founder Marty Daniel told The Atlanta Journal-Constitution on Friday that the 30-second spot, which cost nearly $100,000 to produce, would have cost the company $500,000 to run Feb. 2 in eight markets.

Atlanta Journal Constitution

Roger Goodell, Getty Images Roger Goodell, Getty Images
December 7, 2013  10:15 AM ET

Well we all know the NFL is against violence

December 7, 2013  10:21 AM ET
QUOTE(#1):

Well we all know the NFL is against violence

Yeah....like tackling will soon be illegal..

December 7, 2013  10:23 AM ET
QUOTE(#2):

Yeah....like tackling will soon be illegal..

I think it already is. They have to hug each other to the ground.

December 7, 2013  10:26 AM ET
QUOTE(#3):

I think it already is. They have to hug each other to the ground.

I think hockey is the only "real" sport out there...You are should be set...

December 7, 2013  10:33 AM ET

I realize I'm Canuck and all, but if these commercials are aired internationally, wouldn't that give the impression that American families have to lock themselves in their homes while the bullets fly outside? Nothing could be further from the truth!!! I have family living in the US and it's a great place to live from what I see. I don't really blame the NFL for not wanting to give that impression. Just sayin'

December 7, 2013  10:43 AM ET

Good decision: Stay out of the political arena. They would not carry AFCA adds this fall and they should not go near the gun issue now...and it is political, all of it. No need to be pawns in anybodys game. anybody....

December 7, 2013  10:45 AM ET

On another note, isn't Roger looking a tad porky in that picture ?

December 7, 2013  10:46 AM ET

Daniel Defense knew the NFL rules for advertising. they are clearly stated in the article. I think they just tried for the publicity of it all. good for business. Create controversy and sales go up and up....

December 7, 2013  11:06 AM ET
QUOTE(#8):

Daniel Defense knew the NFL rules for advertising. they are clearly stated in the article. I think they just tried for the publicity of it all. good for business. Create controversy and sales go up and up....

See: Oneida Indian Reserve Casino and Redskins controversy.

December 7, 2013  11:24 AM ET

It's ok for beer ads that kill more people or hurt people in a day than guns in a year. I F'N hate drunks because of all the years working in EMS, and having little kids die because daddy or mommy were drunk or some low life was driving drunk.

December 7, 2013  11:28 AM ET

Westboro ~Baptiste~ Church ......got turned down [too].

December 7, 2013  11:28 AM ET

{Westboro ~Baptiste~ Church}......got turned down [too].

Comment #13 has been removed
December 7, 2013  12:15 PM ET
QUOTE(#5):

I realize I'm Canuck and all, but if these commercials are aired internationally, wouldn't that give the impression that American families have to lock themselves in their homes while the bullets fly outside? Nothing could be further from the truth!!! I have family living in the US and it's a great place to live from what I see. I don't really blame the NFL for not wanting to give that impression. Just sayin'

That's a strong point.

We once had a President who told us that 'The only thing we have to fear is fear itself.' Since it's Dec 7th, it's also worth pointing out that same President led a reluctant nation through a depression and into and almost entirely through World War II.

December 7, 2013  12:22 PM ET

This will derail their "I pop a cap" advertising campaign.

December 7, 2013  12:34 PM ET

I wonder if they will turn down the beer commercials.

December 7, 2013  12:48 PM ET
QUOTE(#13):

Nothing wrong with shootin as long as the right people get shot.

You've just confused Dick Cheney.

December 7, 2013  12:48 PM ET
QUOTE(#7):

On another note, isn't Roger looking a tad porky in that picture ?

With great power comes great comped meals.

December 7, 2013  12:54 PM ET
QUOTE(#5):

I realize I'm Canuck and all, but if these commercials are aired internationally, wouldn't that give the impression that American families have to lock themselves in their homes while the bullets fly outside? Nothing could be further from the truth!!! I have family living in the US and it's a great place to live from what I see. I don't really blame the NFL for not wanting to give that impression. Just sayin'

You have to understand the face of American Politics today. You create a straw boogeyman ( no one checks to see if their is any truth or fact to the strawman before some media outlet runs with the story), then you campaign against the strawman that was never there.
Very rewarding.

 
December 7, 2013  01:29 PM ET
QUOTE(#14):

That's a strong point. We once had a President who told us that 'The only thing we have to fear is fear itself.' Since it's Dec 7th, it's also worth pointing out that same President led a reluctant nation through a depression and into and almost entirely through World War II.

You also deserve a compliment on your fine point.

Almost 1 year ago people were in fear of an Apocalypse.

Preaching Doom and Gloom is very profitable. I would also think that the Veterans Administration would object on how Daniel Defense portrays soldiers after they leave the military.

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