Updated 10:15 p.m. ET, Wednesday, 6/12
(CNN) – The National Rifle Association is running a political ad against one of its own.
Sen. Joe Manchin, an avowed gun enthusiast and life member of the NRA, is now being hit with an ad from the organization in his home state of West Virginia.
Manchin was one of the leading voices in the Senate for a bipartisan effort to expand the background check system on firearm sales. A conservative Democrat, Manchin made news in December when he said the Newtown elementary school massacre changed his views on gun control.
According to NRA spokesman Andrew Arulanandam, it is paying $100,000 to run the ad in heavy rotation during newscasts in West Virginia.
The group is also running a radio ad supporting Sen. Mark Pryor, a Democrat from Arkansas who went against his own party and voted against the background check measure in April. Pryor has been the target of pro-gun control groups since the vote.
The 30-second commercial against Manchin features footage from an ad for his 2010 Senate campaign in which he boasts of his NRA endorsement and shoots a copy of the Cap and Trade bill.
"But now, Manchin is working with President Obama and New York Mayor Michael Bloomberg," the narrator says in the new NRA ad. "Concerned? You should be. Tell Sen. Manchin to honor his commitment to the Second Amendment and reject the Obama-Bloomberg gun control agenda."
Manchin does not face re-election until 2018, giving him more political leeway than others in the Senate to make big moves on controversial issues. He was also endorsed by the NRA political victory fund in his 2012 Senate campaign.
The new NRA ad comes as the gun control debate has seen renewed attention this week, which marks six months since the Sandy Hook shooting. Several Newtown, Connecticut, families met with Manchin on Wednesday in Washington.
"I've been all over the state of West Virginia. There's not a state I believe that cherishes its Second Amendment rights and has a gun culture more than our state, and yet I talk to my gun friends and all the people I shoot and hunt with, and they believe it makes sense," he said of the background check measure, while meeting with the families in his office.
– By CNN's Steve Brusk and Ashley Killough.
The NRA is like a cancer !
They do not represent the sportsman .
The NRA is picking on the wrong guy public opinion has got his back. I support Senator Manchin's common sense approach to background checks for all gun purchases and I respect the 2nd amendment what I have no respect for is the ridiculous and harmful way the NRA is behaving.
NRA is a joke!!!
The "undue burden" of having a background check is worth more to the NRA than a human life. It's that simple ... what the NRA doesn't want you to know is just how many of their members would fail a background check ...
For a bunch of yahoos who thump their chests about putting the "will of the American people" ahead of special interest, the GOP sure bends over for the NRA.
The NRA are not representing the gun owners of America, The NRA are the lobbying arm of the Gun manufacturers.
The NRA does not care how many Americans die from gun deaths every year as long as the gun manufacturers can Sell More Guns
Lets talk about "Take Aways" but I don't mean Pizza 's or Burgers!!
Take Away the paranoia of a dictator state ( in a constitutional democratic republic). concerns and ?? Inane or insane rants?? Take Away your pick.
Take Away the equally paranoid idea that this or any other government can Take Away our guns completely.
The background checks and gun type limitations and ammo magazines or cartridges are reasonable as is the mental ill records need to be in the Gun control dbase.
For me I see no reason (that breaches the 2nd amendment) that would require all gun owners to have a license for all the guns owned by them... and would include the guns serial number and ballistic trade mark. If we require it for car ownership what's the problem?
The NRA ran lots of ads during the last election cycle and achieved absolutely nothing.
Smart People in West Virginia. Stick with Manchin.
The NRA are as good as murderers. Profits over life, they are killing more americans than abortions and the fetuses are past the third trimester. NRA = DEATH.
Yes, nra because over 80% of the country wanted the, unfortunately, watered down version of the gun safety bill and your group had too much money. is lapierre back at the insane asylum?
How many members have you lost? Anybody have the numbers for how many rethugs are no longer members of their party?
I actually thought this would come sooner.
These people eat their children, and send yours to die, in the name of $.prime example of what is wrong with our system, and why it wont get fixed, $.
Kick the butts of NRA–this nation needs Gun-Ban Laws. Period. Innocent children killed.