The National Rifle Association (NRA) is not idle in the midst of the latest PR crisis. They released a new promotional video in which their prominent spokesperson, Dana Loesch, defends against “Hollywood phonies,” athletes who sit during the National Anthem, journalists and anyone else who has expressed criticism against the huge gun lobbying group in the wake of the Parkland, Florida school shooting.
The ad, which is posted on the NRA TV Twitter account, features Loesch wearing black against a black background. She is standing with an hourglass and addresses a laundry list of detractors. This takes place with ominous guitar music playing in the background.
“To every lying member of the media, to every Hollywood phony, to the role model athletes who use their free speech to alter and undermine what our flag represents, to the politicians who would rather watch America burn than lose one ounce of their own personal power, to the late-night hosts who think their opinions are the only opinions that matter…,” Loesch says. “…your time is running out.”
This “time” reference is most likely a jab at Hollywood’s “Time’s Up” campaign for gender equality.
Loesch even addressed some members of the media by name, including MSNBC personalities Joy-Ann Reid, Joe Scarborough and Mika Brzezinski.
This promotional blitz comes in the wake of companies and supporters running from the NRA while there is a resurgence of support for more gun control. National hotel chains, car rental companies, airlines, and insurance companies have stopped discount programs with NRA members. And some major retailers have increased the minimum age to buy an assault weapon or even promised to stop selling them completely.
Some NRA members have posted videos that have gone viral of them destroying their guns or denouncing the pro-gun group. And politicians have joined the crowd taking back their previous support.
In a statement to Newsweek, founder of Moms Demand Action for Gun Sense in America, Shannon Watts, said the ad wasn’t surprising. But she is surprised by the companies that give the NRA a platform.
“Once again, NRA TV is using its reach to threaten the media and all who dare to stand up to its radical vision of America,” Watts said. “It’s not surprising to see more violence-inciting content from NRA TV, but what does floor me is Apple, Google, Amazon and Roku’s willingness to allow this dangerous content on its streaming platforms. I don’t expect better from the NRA, but I do expect better from our leaders in tech.”
This is not the first time Loesch appeared in a promotional video facing criticism. In July of 2017, she attempted to appeal to Trump supporters who were enraged at criticism that the president was too soft on voters who express white nationalist views.
“They use their media to assassinate real news. They use their schools to teach children that their president is another Hitler,” Loesch narrates, as pictures of protests appear on screen. “They use their movie stars and singers and comedy shows and award shows to repeat their narrative over and over again. And then they use their ex-president to endorse the resistance.”
That video got a lot of backlash when less than a month later, a white nationalist rally was the location of the death of a progressive protester.
A former NRA member pulled his support and said, “I mean, I’m looking at this and, you know, just thinking that this isn’t me, this organization which I belonged to for a number years coming out in such a dark, hostile and fear-provoking way,” said Marine Corps vet Joe Penzler. “I was just, like, I’m done.”
This most recent ad by the NRA has received 9,000 “favorites” on Twitter and was viewed more than 1 million times. It is now one of the most liked tweets in the NRA TV’s feed.
Take a look at the post on NRA TV’s Twitter account and let us know what you think.
“To every lying member of the media, to every Hollywood phony, to the role model athletes who use their free speech to alter and undermine what our flag represents…Your Time is running out. The clock starts now.”
–@DLoesch #Oscars90 pic.twitter.com/SDVjeTxyfB
— NRATV (@NRATV) March 4, 2018