Super Bowl time is just around the corner, and once the game is over and the hangovers and food comas have cleared, the only thing that will remain in people’s minds are the delectable commercials of pilots jumping out of Budweiser planes. Daniel Defense, a southern gun store with a self-described “take no prisoners” mentality, was rejected for a chance to be a part of the Super Bowl ad magic.
Fox cited the NFL’s rule prohibiting the advertising of “firearms, ammunition or other weapons” during games in its rejection of the ad. Now gun rights activists are up in ‘arms’ (haha), claiming that the ad does not violate the league’s rules.
According to Guns & Ammo magazine, 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.”
The argument states that the ad complies with the rules for two reasons:
“Daniel Defense has a brick-and-mortar store, where they sell products other than firearms such as apparel” and “The commercial itself does not mention firearms, ammunition or weaponry.”
Clearly, the ad emphasizes family “protection” and “defending your home.” But it does so with the Daniel Defense logo, which features the unambiguous appearance of a firearm:
Guns & Ammo reports that Daniel Defense attempted to remedy the issue by offering to “replace the DDM4 logo with an American flag and/or the words ‘Shall not be infringed.’” but the NFL “replied with another non-negotiable denial.”
Watch the commercial below: