A local gun manufacturer has gained national attention after its proposed Super Bowl ad was rejected.
Headquartered in Bryan County, Daniel Defense created a minute-long ad to air in about eight regional markets during the upcoming Super Bowl.
The ad shows a man, just home from military service, hugging his wife and looking after their infant. The man says in a voiceover, “I am responsible for their protection, and no one has the right to tell me how to defend them. So I’ve chosen the best tool for the job.”
Afterward, a black screen with a logo of the company’s name and silhouetted rifle appears.
According to the NFL’s advertising policy, “Firearms, ammunition or other weapons are prohibited.” However, stores that sell other products in addition to firearms are OK so long as they do not mention weapons or firearms.
In an interview with Savannah Morning News, CEO Marty Daniel said he believed his company met the guidelines because they sell apparel and gear besides guns.
He said they offered to switch Daniel Defense’s logo out for an American flag or the words “Shall Not Be Infringed” but were still declined airtime by Fox affiliates.
“They have a right to establish those policies, but we built an ad around their ruleset to allow us to run a commercial,” Daniel said.
Daniel acknowledged the controversy has attracted quite a bit of publicity for his company, which besides its plant in Black Creek has a 90,000-square-foot facility in Ridgeland, S.C. The company makes its DDM4 rifles as well as custom parts and accessories and has landed lucrative military and law enforcement contracts.
At last count, the company’s ad had about 278,000 views on YouTube with more than 200 comments.
“We felt Super Bowl fans had the same values that we had: God, country, protecting your family. What’s more American than that? What’s more American than football?” Daniel said. He believes that with all the attention, the ad will be a top conversation at Super Bowl parties.
“This spot was never submitted to the NFL. We were not aware of it,” said Brian McCarthy, the NFL’s vice president of communications, adding that Fox is ultimately in charge of selling and approving ads during NFL telecasts. “Regardless, our policies prohibit this type of advertising during NFL games.”
Fox has its own advertising guidelines, similar to the NFL’s, but abides by the NFL’s rules when vetting commercials aired during games. The NFL policy also prohibits ads on contraceptives, tobacco products, gambling, fireworks and flavored malt beverages like Smirnoff Ice.
Les Vann, general manager of Savannah’s Fox 28 affiliate, confirmed that the ad did not conform to the NFL’s standards.
“Like the television networks, we simply cannot accept any commercials that do not meet the guidelines of the NFL,” said Vann.
With a reported $4 million price tag, most advertisements for the Super Bowl are sold to large companies — Pepsi, Budweiser and GoDaddy, to name a few — but a limited number are available for the regional affiliates to sell.
Daniel said his ad cost about $100,000 just to produce.
Although the gunmaker still wants the ad to air, it won’t be during this year’s Super Bowl — those spots are sold out.