(CNN) - Ten days before the first anniversary of the Newtown elementary school massacre, two gun control groups released a chilling new television ad that portrays a potential school shooting.
Mayors Against Illegal Guns–the group backed by New York City Mayor Michael Bloomberg–and Moms Demand Action for Gun Sense partnered up to produce the commercial, which comes 30-second and 60-second versions.
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Released online Wednesday, the spot is set to air on cable news networks this week.
The ad, titled "No More Silence," shows a roomful of young children standing for a moment of silence to mark the Newtown anniversary. It also features scenes of other members of a community bowing their heads to mark the moment.
"On December 14th, we'll have a moment of silence for Newtown," the ad's narrator says.
A ticking clock can be heard throughout the ad, building up suspense. Then halfway through the spot, a presumed shooter can be seen carrying a large duffel bag as he or she walk towards what looks like a school.
"But with 26 more school shootings since that day," the narrator continues, "Ask yourself: Is silence what America needs right now?"
The ad then dramatically shifts in between shots of the person with the bag outside of the school and the roomful of children. Near the end of the spot, the person pulls something out of the bag and enters the building.
The commercial abruptly stops with the clock coming to a final tick and a dark screen that simply reads: "Speak out now."
Moms Demand Action for Gun Sense formed one day after last year's Sandy Hook Elementary School shooting, which left 20 children and six adults killed. The group has been active in the fight for tougher gun laws in Washington. They plan to hold a "week of action" in the days leading up to the anniversary, calling on lawmakers to adopt reforms, including the comprehensive background checks measure that failed earlier this year in the Senate.
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"The ad is a commentary on the need for continued indignation among Americans at the inaction of Congress," reads a news release from the group.
Also Wednesday, authorities released the Newtown 911 calls to news organizations, sparking intense reaction from the families and the community, and bringing renewed debate over media attention focused on the school shooting as the first anniversary nears.
It gets a thumbs down from me. I think it would have been moe effective to have shown the "gunman" unding up elsewhere.
Hey, just remember that people need to think with reason, not emotion......unless its their health insurance. Then, its perfectly acceptable to be a hysterical, emotional wingnut, threatening the end of society as we know it. In the meantime, lets have our state legislatures and the Congress focus on more inportant things, like renaming courthouses or designating a nation pistol and rifle. Lets not do anything, actually. If more kids die, its God's will.
About time we see more of what it looks like to be in fear for your life. Some of those children were shot more than six times with a high power rifle.
Something the NRA must be so proud of.
Gun control advocates are obviously getting desperate. The American people haven't swallowed their shameless propaganda and lies, so they need to ratchet up the sensationalism and appeals to emotion. If the goal of groups like "Mom's Demand Action" truly was to reduce violence they might have made progress. But anyone with a shred of objectivity realizes that their true goal is not "common sense" measures but rather to make it as difficult as possible, if not impossible, for American citizens to exercise the right to keep and bear arms.
Good ad by the way.
I commend Bloomberg and his organization for joining forces with MDAGS and not sugar-coating this NRA politically controlled issue.
It is our children off their meds committing these heinous crimes and killing other people's children, and yet we let the most powerful organization in America, the NRA, tell us that we should not be making it more difficult for people to buy guns...
Class is something you either have, or don't have. It can not be bought, or legislated into being.
Please explain what "reasonable" gun laws would have prevented Newtown.
Just reopen the wounds of the families of Sandy Hook to promote your selfish political agenda. These groups have no sense of privacy or humanity. If they care so much about victims of violence why don`t they show concern for the thousands of victims of non-firearm violence.
How many teachers are now carrying concealed weapons on their person versus one year ago? My guess is a lot more of them. The next lunatic who attempts a school shooting may be in for a very big surprise.
The actual event is far more shocking and chilling than an ad could ever be. This is America. Our children should not have worry about being murdered in their schools.
The dictator wants to disarm the public, so they cannot resist his dictatorial coup.....and that is the real issue.
While potent, the ads are right to try to demonstrate the problem of crazy peoople and freely available weapons. The GOP's inability to square the fact they want to limit the dangerous right of all citizens to vote, but make guns as available as fresh fruit at Walmart is at least problematical for their credibility. Perhaps if voters paid the GOP like the NRA does....
Good. It should be shocking. Americans should be in a constant state of shock that it's only a matter of time before we have to deal with another mass shooting just so a bunch of gun-fetishist preppers and delusion-warriors who never put down their G.I. Joe fantasies after elementary school can live out their daydreams and the gun manufacturers can make billions off their regression. Reasonable, rational solutions are available that fall squarely within the 2nd Amendment and case law and which will not infringe or destroy the right to bear arms, but we can't even discuss or attempt them because there's just too much money to be made, too much profit to be generated, both monetary and political, by perpetuating the cycle of gun violence that repeatedly, predictably, and continuously results in the dismemberment of children and families.
I use a DVR and skip through commercials.
Yet another reason why I heart the hopper
Guns have been around the US for 225 years. Ask yourself what has changed that we now have all the issues? It isn't the guns, that's for sure.