An attractive woman, home alone and asleep in her second-floor bedroom, wakes with a gasp to the sound of breaking glass. As an intruder lurks in the shadows of the ground floor of the home, our protagonist bounds out of bed to grab her phone while simultaneously entering the combination on a nearby gun safe. An announcer explains what we're seeing: "She'll call 911. Average response time: 11 minutes. Too late. She keeps a firearm in this safe for protection. But Hillary Clinton could take away her right to self-defense." Like magic, the gun safe suddenly disappears. "And with Supreme Court justices," the announcer continues, "Hillary can. Don't let Hillary leave you protected with nothing but a phone."
The woman, gripped by fear, drops her phone (in slow motion, of course). We don't see what happens next, but a closing scene that shows police tape around her home offers a rough idea.
Last week The Guardian reported that the NRA "is poised to pour more than $15 million into ads in several battleground states to defeat Hillary Clinton," according to an NRA board member.
The new commercial takes a much more visceral approach than a previous NRA ad, released in August, titled "Hypocrite Hillary Leaves You Defenseless":
Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large. You can follow him on Twitter @simondumenco.