Daniel Defense, a leading firearms company in the Unites States, wanted to air one of its commercials during the 2014 NFL Super Bowl. However, the ad, which subtly highlights the Second Amendment as a means to protect one's family, was reportedly rejected by FOX because it violates NFL advertising rules.
"Unfortunately, we cannot accept your commercial in football/Super Bowl spots due to the rules the NFL itself has set into place for your company’s category," FOX reportedly said in a statement to Daniel Defense.
Guns & Ammo isn't buying the explanation and is making the case that the commercial doesn't violate any rules:
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
It's true that firearms are not mentioned or showed throughout the very low-key commercial. At the very end of the spot, the Daniel Defense logo is seen, which is the company's DDM4 rifle, Townhall reports.
Hoping to smooth things over, the gun company reportedly offered to remove the logo and replace it with an American flag and the words, "Shall not be infringed," according to Guns & Ammo.
The counteroffer was reportedly denied.
"Interestingly enough, the NFL’s decision to deny the ad comes after Daniel Defense ran a commercial in local Georgia markets during the 2012 Super Bowl XLVI on NBC, with no objection from the NFL," the report adds. "That particular commercial pictured the manufacture of firearms and concluded with a clip of Larry Vickers shooting a rifle."
Decide for yourself if the ad is inappropriate for the Super Bowl audience:
Messages left with Daniel Defense to confirm the report were not immediately returned.
NRA commentator Colion Noir also responded to the rejection of the Daniel Defense ad in a YouTube video on Sunday (Warning: Mild language):