A television commercial submitted to air during the upcoming Super Bowl XLVIII has been rejected because the National Football League considers it too controversial and says it violates the NFL's rules for its advertisers.
The commercial depicts a military veteran with his wife and newborn child. In the voice over narration, the man talks about his responsibility to protect his family.
While he never mentions firearms, it's clear that's what he's talking about. A logo for the gun retailer, Daniel Defense, appears at the end of the commercial with the words "Defending Your Nation, Defending Your Home" underneath.
The NFL says it's banning the commercial because its rules prohibit advertising for firearms, ammunition, or other weaponry during its games.
Daniel Defense points out, however, that the NFL's rules state that "...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 company argues that since it sells clothing and outdoor gear in addition to firearms and ammunition, and since its commercial never mentions or shows any guns, except in its logo at the end, the commercial meets the NFL's rules.
Daniel Defense CEO Marty Daniel said the company offered to remove its logo, which shows a silhouette of a rifle, from the end of the commercial, and replace it with an American flag or other image instead of a firearm.
He said the NFL rejected that offer, so the commercial is still banned from airing during the Super Bowl on February 2, 2014.
Click play to watch the commercial below.