Radio host, author, TV commentator, and well-known gun rights advocate Dana Loesch is back in an ad for the NRA, repeating the talking head concept of "moms like me." This time, however, she speaks about how "the left" uses media to "assassinate real news." Full transcript of what she says;

They use their media to assassinate real news. They use their schools to teach children that their president is another Hitler. 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.”


All to make them march. Make them protest. Make them scream racism and sexism and xenophobia and homophobia. To smash windows, burn cars, shut down interstates and airports, bully and terrorize the law-abiding — until the only option left is for the police to do their jobs and stop the madness.


And when that happens, they’ll use it as an excuse for their outrage. The only way we stop this, the only way we save our country and our freedom, is to fight this violence of lies with the clenched fist of truth.


I’m the National Rifle Association of America. And I’m freedom’s safest place.

Salon.com headlined this: "The NRA just released a violent, terrifying ad," Business Insider calls it "chilling" and says it appears to be 'an open call to violence'. Vox joins in with the headline This chilling NRA ad calls on its members to save America by fighting liberals." In short, this is a very successful ad in terms of earned media, and all Dana did was talk about "the clenched fist of truth" over running images of recent violent riots. If you subscribe to the Warhol school of thought "Don't pay any attention to what they write about you. Just measure it in inches." then this ad is probably one of NRA's more ssuccessful ones.

Client: National Rifle Association

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.