Super Bowl

Watch the Pro-Gun, Daniel Defense Ad the NFL Won't Run During the Super Bowl


According to Guns & Ammo magazine, the ad above, for gun-seller Daniel Defense, was submitted to the NFL for consideration to run during the Super Bowl. It was shot down:

The NFL's Advertising Policy addresses several Prohibited Advertising Categories, including guidelines for ads featuring alcohol, video games, movies, prescription drugs, and, of course, firearms.

The firearms portion of the NFL's Prohibited Advertising Categories states:

"5. Firearms, ammunition or other weapons are prohibited; 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 weapons."

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.
  • The commercial itself does not mention firearms, ammunition or weaponry.

While Daniel Defense's commercial does not mention firearms, it does include a logo of their DDM4 rifle at the very end.

When the NFL denied the ad, Daniel Defense immediately offered to replace the DDM4 logo with an American flag and/or the words "Shall not be infringed."

The NFL replied with another non-negotiable denial.

Read the whole story.

And so an industry that is built on guys slamming into each other and inflicting damage—and that runs ads for all sorts of violent action movies, video games, and whatnot—pulls the plug on a gun ad that doesn't mention guns.

I support the NFL being allowed to choose to run whatever they want (or not) during their games, assuming that such decision-making is part of its contracts with the network airing the game. I also support the right of Daniel Defense to create an ad that they almost certainly knew would be banned, thus generating an enormous amount of publicity (the point of advertising) while also saving huge amounts of money (last year, 30 seconds reportedly cost $4 million). And I certainly support the move toward liberalized gun-ownership laws, which is both constitutional and has correlated with declines in gun-violence rates.

Hat tip: Brad Thor's Twitter feed, Hot Air.

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  1. I also support Costas shutting the fuck up about guns during halftime. Sports are the last target in the Progs march thru the institutions. Anything and everything has to be prostituted to their demands for power and recognition of their superiority.

    1. I watch mostly soccer and the only politics that creep in is “End Racism”. But to be fair, they do have a bit of a problem with that in Europe.

  2. The NFL’s Advertising Policy addresses several Prohibited Advertising Categories, including guidelines for ads featuring alcohol, video games, movies, prescription drugs, and, of course, firearms.

    Gun ads during football would just lead to idiots shooting themselves in the ass at nightclubs.

    1. Yet in 2001 the NFL accepted an ad for this.

  3. The non-athletic aspect of the NFL is run by a bunch of nannies so this should not be a surprise

  4. I’ll add Daniel Defense to my list of “Almanian’s Preferred Providers”.

    Fuck the NFL. It’s alllll become so boring anyway…

  5. Also, pretty sure if I were a cop, I’d have seen that cute little baby as having made a FURTIVE MOVEMENT! He was COMING RIGHT AT ME.

    What a cute little kid! A smokin’-hot wife!

    Yep – too hot for the NFL.

  6. I bet we get that ad for pink tinker toys.

  7. “I also support the right of Daniel Defense to create an ad that they almost certainly knew would be banned, thus generating an enormous amount of publicity”

    Yeah, that’s an effective publicity tactic that is usually only used by causes on the left–typically environmental and animal rights causes–and I applaud seeing those same tactics used to advance the cause for gun rights.

    We need more of that.

  8. Maybe the NFL should think about banning refs who change the call after another play has been run.

    1. NFL refs who–retroactively change the down–after the next play has been run!

      Shanahan actually asked for a measurement, and the official told him he didn’t need a measurement because it was a first down.

      The officials are saying they didn’t want to stop the game over the down–because the Redskins didn’t have any time outs!

      Most pathetic piece of officiating I’ve ever seen in the NFL. It’s one thing to get a call wrong–quite another to retrospectively go back in time and change the spot and the down on previous plays.

      1. That’s basically bottlegate level crap.

      2. This ref Triplette is the same fucking idiot who nearly ended Orlando Brown’s career by hitting him in the eye with a flag full of ball bearings. The section of his Wikipedia entry about his career is almost nothing but a recounting of his embarrassing failures as a ref. Fuck him.

    1. Er…

      Ban Boycott the Super Bowl.


  9. Glock and Nissan should do a joint commercial featuring Aaron Hernandez yo.

  10. Will the NFL refuse to allow Porsche to advertise, since one of their cars killed that nice movie star and inflicted incalculable grief and hardship on millions?

    1. The only remaining redeeming feature of the worlds most overhyped game

  11. The NFL’s Advertising Policy addresses several Prohibited Advertising Categories, including …prescription drugs

    So waitaminnit, this won’t be like all the regular season games full of ads with 50-ish couples in adjoining bathtubs and rugged guys with pickup trucks who need boner pills?

    1. Or truck commercials with either a slobbery, muddled sounding shit for brains or Dennis Leary not being able to pronounce the letter ‘r’ in ‘truck’ voice over delivery. Ford commercials with couples discussing inane false dichotomies concerning vehicular engineering. Honestly, only the Hardees and Papa Johns commercials seem to have much to do with the product being advertized. I really want one of those fresh baked bun burgers now.

      1. My wife and I have a football game we play- in the first 5 seconds of the ad, you have to yell out “Truck!” or “Boner pill!” and see if you predicted correctly. My favorite was the one with “A man. And his truck. And his son.” I could have sworn it was for boner pills, but my wife won that round.

  12. From the policy:

    Social cause/issue advocacy advertising, unless otherwise approved in advance by the NFL.

    By doing this, the NFL gives up any claim to issue neutrality, and becomes a de facto supporter of whatever issue ads they allow. Pretty much exactly the wrong way to do it, geniuses.

    As far as boner pills go, you’ll get your usual dose. Of ads, that is. This is their policy for all advertising, not just Super Bowl ads.

    1. Boner pills are by prescription, so the ads would seemingly be banned. I have trouble believing that.

      1. Sorry, but this is not a ban:

        14. Advertisements for pharmaceutical products (both prescription and over-the-counter (non-prescription)) are permitted only under the following terms and conditions:
        (a) Only general advertising will be permitted (e.g., advertising units).
        (b) Sponsorships, including, but not limited to, program segment sponsorships and other types of branded programming enhancements are prohibited; provided that in limited circumstances sponsorships by over-the-counter pharmaceutical products may be permitted with the prior written approval of the NFL.
        (c) Categories of permitted/prohibited pharmaceutical products (both prescription and over-the-counter) may be modified by League at any time.

  13. I’m getting a – warm feeling – thinking about boner pills, trucks, and artisanal mayonnaise Hardee’s sammiches.


    1. Think about Chicago deep dish…

  14. Like I needed another reason to avoid american football.

  15. The NFL is the instrument of its own destruction. Let us pray that the feral government takes a lesson!

  16. Daniel Defense has an annual income of about 20M. They would have never been able to afford a 60 second Superbowl commercial. They knew the NFL’s rules on the advertising it prohibits, made this commercial and submitted it, knowing it would be rejected, knowing it would cause a bunch of people to lose their minds on the internet, and also knowing they would never have to actually pay for the ad to air. It’s kind of brilliant, actually.

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