The media arm of the National Rifle Association -- NRA TV -- released a new ad Sunday on its Twitter account that implicitly threatens Americans who are not on board with the organization's ultra-conservative, pro-gun agenda.
Along the same lines as an ominous ad that drew attention last year, this latest release features NRA spokeswoman Dana Loesch rattling off a long list of liberal adversaries, such as the "lying members of the media", "Hollywood phonies", and football players who have taken a knee during the national anthem -- all with menacing guitar music playing in the background.
"To every lying member of the media, to every Hollywood phony, to the role model athletes who use their free speech to alter and undermine what our flag represents, to the politicians who would rather watch America burn than lose one ounce of their own personal power, to the late-night hosts who think their opinions are the only opinions that matter...," Loesch says against a backing track of ominous music. "...your time is running out."
The ad comes as no surprise considering the resurgence of support for gun control sweeping across the nation, to the extent that even some Republican lawmakers have softened their stances toward the issue.
Businesses are responding as well:
Major rental car companies, national hotel chains, airlines and insurance companies have discontinued discount programs to NRA members. Some retailers have also bumped up the minimum age to buy an assault weapon or vowed to stop selling them completely. Individual members of the NRA have also gone viral for posting self-made videos in which they destroy their guns or denounce the pro-gun group. Politicians, too, are walking back support.
Shannon Watts, founder of Moms Demand Action for Gun Sense in America, told Newsweek she does not find the ad surprising but is discouraged by companies giving NRA TV a platform:
"Once again, NRA TV is using its reach to threaten the media and all who dare to stand up to its radical vision of America," Watts said. "It's not surprising to see more violence-inciting content from NRA TV, but what does floor me is Apple, Google, Amazon and Roku's willingness to allow this dangerous content on its streaming platforms. I don't expect better from the NRA, but I do expect better from our leaders in tech."