(CNN) - Michael Bloomberg's effort to reduce gun violence is headed for the Super Bowl.
The New York City mayor's group, Mayors Against Illegal Guns, will run a television advertisement on the station airing Sunday's football season finale in Washington, D.C.
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The spot appears designed to put pressure on Washington and the National Rifle Association to support background checks on all gun purchases. It is part of the group's campaign to "demand a plan" to prevent gun violence.
"The NRA once supported background checks," says a child in the ad. Later, the message appears on screen: "Background checks for all gun purchases. It's time."
NRA Executive Vice President Wayne LaPierre told legislators at a Capitol Hill hearing this week that the current background check system is flawed and the requirements should not be expanded.
Currently, background checks are required under federal law on gun sales made by federally licensed dealers. One reason not to expand gun regulations, he and others said, is because those intent on breaking the law would not follow increased regulations, which would serve only to inconvenience law-abiding individuals.
Proponents of universal checks say the system would be more effective if it was required of all sales, including those made by one individual to another and those currently exempted by the so-called gun show loophole. Opponents say it would overburden the system and place an excessive burden on private sales.
Some estimates say four in 10 guns are sold without a background check.
Recent polls have shown background checks are among the most popular of the proposals circulating Capitol Hill right now. Other proposals include an assault weapons ban and limiting the capacity of gun magazines.
LaPierre took a different position on background checks in his 1999 congressional testimony, as is shown in the ad: "We think it's reasonable to provide mandatory, instant criminal background checks for every sale at every gun show. No loopholes anywhere. For anyone."
The new ad features stock photos and an audio track of children, which has been a sometimes-controversial element of recent gun violence messaging.
The NRA was roundly criticized for an ad that asked, "Are the president's kids more important than yours" and noted the security in place at their school. That ad continued: "Then why is he skeptical about putting armed security in our schools, when his kids are protected by armed guards at their school?"
President Barack Obama incorporated children into his own appeal for gun control measures when he sat before cameras and signed executive actions while four children who had written to him on the issue stood behind him.
Each of these appeals comes after mass shooting at an elementary school in Newtown, Connecticut which killed 20 five- and six-year olds.
Bloomberg's group did not disclose the size of the buy, but said it would air in the select market "in the third-quarter break coming out of halftime."
But this localized purchase means the group likely isn't laying out the record-setting $4 million that a nationwide 30-second ad sells for this year.
– CNN's Steve Brusk contributed to this report
Why won't our President show any leadership on this issue?? Both President Bush (Daddy) and Clinton banned assault weapons from import. These import bans were done WITHOUT Congress! Why wont President Obama show the same courage as President Bush and Clinton and ban these weapons from import without Congress. Would it solve the problem? No. But it would show leadership and give us more than just lip service on the issue. Will someone in the media please ask why he not banned these weapons from import? Someone??
Micheal you cannot stop people from getting guns, an you cannot stop these shooting no one on this earth can only god can.
Wayne La Pierre represents everything evil about the extreme right-wing of the Republican Party. He is all about greed, anger, and the fantasy of white-power. He is Hitler in a better suit – a product of his high income from the gun lobby.
It is something that should be done. The only reason why it isn't being done is because it doesn't keep the gun manufacturers happy.
Good luck targeting illegal guns.....
I'm for sensible gun control but I don't think the superbowl is an appropriate event for such advertisements. The Superbowl is an event for good times and not something this controversial. Let's go 49ers :DD
I see Mr. Lapierre we dont need more laws to cover loopholes that exist in back ground checks because get this
" the existing laws don't work or are not properly enforced.
My dear sir, the solution is to implement comprehensive background checks and " MAKE THE SYSTEM WORK AND BE EFFECTIVE" YOU CAN HELP BY NOT SUPPORTING ACTIONS,like privacy laws on mental health, dilatory gun loving staes not providing needed data to the federal data base.
That done it really starts to make criminals ability to get a gun legally more difficult.
Will it stop criminals getting a gun 100 % no, nor does the death penalty for murder, nor does a prison sentence for burglary stop burglaries, or car owners getting drunk and driving
Your logic against no more gun laws is fallacious as the recent law that requires future cars and trucks to have rear view access to reduce the 60,000 car deaths of children by reversing vehicles. will tht preven all 60, 000 No, but if it cuts it by just 10 % more than worth the cost and to use your words" Inconvenience law abiding" ( gun APPLICANTS OR holders) ibid car manufactures to obey a law and drivers to pay attention for the purpose intended.
Sir you make me sick with your holier than use of the bill of rights/ 2nd Amendment.
I have a question for you under that in this 21st century what is " a well regulated militia" I'd also like you to address who is in such well regulated militia and what is it's constitution and rules and guidelines.
LaPierre isn't even good at lying anymore. He's like the former Iraqi minister of information, blissfully repeating the lies he's required to tell even as truth and the past expose him.
My first observation is that the group name is incorrect. It should be called the Mayors against guns! There is nothing ILLEGAL about the vast majority of the guns, gun owners, and gun buyers that Mayor Bloomberg targets. He just wants to complete the disarmament of the law abiding citizens of New York and drag the rest of the country down along with his NYC cesspool. Mr. Mayor, you have one of the largest, best armed, best equipped, most modern police forces in the world; and still the citizens are preyed upon frequently and violently. Further, you have your own little CIA-like intelligence unit which considers itself above the law and conducts clandestine operations anywhere it wishes, with or without the knowledge and support of the local authorities! But that really doesn't concern you, now does it? You don't have to worry. You are protected 24/7 by a phalanx of NYPD officers and all kinds of high tech gear, courtesy of the NYC and American taxpayer!
Answer me this Mr. Mayor! In the eventuality that a threat did slip by your expensive and extensive security screen, do you carry a gun? Be honest now Bloomy! And don't choke on the answer!!!
It's a free country and the color of advertising is green. Just like the NRA, the color of clout is green.
Any president can sit surrounding him/herself with kids in the oval office and rationally explain how the Fourth, Fifth, Sixth, Eight and indeed the First amendment result in lots of crimes and deaths of children. Much more so than the second amendment. The first amendment protects circumcisions which kill 100 American babies yearly, and the same protection allows parents with religions that eschew medical care tp common and unnecessary medical intervention to save their child's life. More children are killed by botched circumcisions than are killed by assault rifles in the US yearly.
Of course the fourth Fifth, Sixth and Eight amendments, if restricted could eliminate HUNDREDS of thousands of violent assault crimes, In my city we just last week had two little girls strangled by their mother who had been arrested earlier but was let off by a jury.
These mayors are engaged in a CRAVEN distraction. their cities have very high crime rates due to poverty and liberal policies of light sentencing and high probative burdens for the police and prosecutors. My wife was the victim of an armed carjacking in Baltimore. The perpetrator was in the end charged with "taking a car without permission" a misdemeanor with a three month sentence. The criminal went on to commit several other crimes after release.
None of the major spree murders - sandy hook, aroura, virginia tech, columbine - which are in fact a tiny portion of murders, would have been affected ONE IOTA by what Bloomberg and his cronies are proposing. IN fact the NRA has been asking that people adjudicated mentally ill and dangerous be included in FBI database, and the democrats OPPOSE this. that would have flagged and stopped the Va Tech killer.
Hundreds of thousand of legal owners would incur higher costs though. Moreover these mayors have also linked the "universal" check with a NEW national database of legal owners. IN every single case in every country whee that has been done that has been a precursor to national confiscation