A gun manufacturer's ad designed for the Super Bowl won't be run during the big game because it doesn't meet the NFL's standards for advertising.
Daniel Defense, a high-end gun and firearm accessory manufacturer, developed the above ad, in which a former soldier scouts his home and family and declares in a voiceover, "no one has the right to tell me how to defend them.” The father notes that he's "chosen the most effective tool for the job," which presumably is not the baby he's holding at the time.
Guns & Ammo notes that the NFL's restriction on advertisements seeking to sell firearms reads:
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.
Thus, Daniel Defense is lobbying for an exemption from that restriction on two fronts: first, no guns are visible in the ad; the company even offered to replace the final image of a gun with an American flag and/or the words "shall not be infringed." Second, the company's stores do sell other products besides firearms. However, the NFL issued what Guns & Ammo termed a "non-negotiable denial."
Of note: Daniel Defense is obviously treading the line between strictly commerce-based advertisements and political advocacy here. While the NFL has traditionally declined to run issue-oriented national ads during the Super Bowl, local affiliates have more latitude to air more targeted or potentially provocative advertisements.
Of course, getting ads "banned" is a badge of honor; the message gets out at a fraction of the cost of actual airtime. GoDaddy built an entire industry on this practice with its allegedly-too-hot-for-the-NFL campaigns.