Michael Bloomberg’s presidential campaign has unveiled an emotional 60-second ad focused on gun violence that will be broadcast during Sunday’s Super Bowl.

In the ad, Calandrian Kemp, mother of George Kemp Jr, talks about his love of football and how he grew up with aspirations to one day play in the NFL.

The camera pans across photos of George wearing football jerseys and pads, clutching a ball or with his helmet by his side.

Ms Kemp then reveals how one Friday morning, George was shot and did not survive. He was 20 years old.

Her eyes tearing up, she says: “You cannot tell me that the child that I gave birth to, is no longer here.”

The Democrat challengers to Trump in 2020 Show all 25 1 /25 The Democrat challengers to Trump in 2020 The Democrat challengers to Trump in 2020 Bernie Sanders The Vermont senator has launched a second bid for president after losing out to Hilary Clinton in the 2016 Democratic primaries. He is running on a similar platform of democratic socialist reform Getty The Democrat challengers to Trump in 2020 Joe Biden The former vice president recently faced scrutiny for inappropriate touching of women, but was thought to deal with the criticism well and has since maintained a front runner status in national polling EPA The Democrat challengers to Trump in 2020 Elizabeth Warren The Massachusetts senator is a progressive Democrat, and a major supporter of regulating Wall Street Reuters The Democrat challengers to Trump in 2020 Amy Klobuchar Klobuchar is a Minnesota senator who earned praise for her contribution to the Brett Kavanaugh hearings Getty The Democrat challengers to Trump in 2020 Michael Bloomberg Michael Bloomberg, a late addition to the 2020 race, announced his candidacy after months of speculation in November. He has launched a massive ad-buying campaign and issued an apology for the controversial "stop and frisk" programme that adversely impacted minority communities in New York City when he was mayor Getty Images The Democrat challengers to Trump in 2020 Tulsi Gabbard The Hawaii congresswoman announced her candidacy in January, but has faced tough questions on her past comments on LGBT+ rights and her stance on Syrian President Bashar al-Assad Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Pete Buttigieg The centrist Indiana mayor and war veteran would be the first openly LGBT+ president in American history Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Deval Patrick The former Massachusetts governor launched a late 2020 candidacy and received very little reception. With just a few short months until the first voters flock to the polls, the former governor is running as a centrist and believes he can unite the party's various voting blocs AFP/Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Beto O'Rourke The former Texas congressman formally launched his bid for the presidency in March. He ran on a progressive platform, stating that the US is driven by "gross differences in opportunity and outcome" AP The Democrat challengers to Trump in 2020 DROPPED OUT: Kamala Harris The former California attorney general was introduced to the national stage during Jeff Sessions’ testimony. She has endorsed Medicare-for-all and proposed a major tax-credit for the middle class AFP/Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Bill De Blasio The New York mayor announced his bid on 16 May 2019. He emerged in 2013 as a leading voice in the left wing of his party but struggled to build a national profile and has suffered a number of political setbacks in his time as mayor AFP/Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Steve Bullock The Montana governor announced his bid on 14 May. He stated "We need to defeat Donald Trump in 2020 and defeat the corrupt system that lets campaign money drown out the people's voice, so we can finally make good on the promise of a fair shot for everyone." He also highlighted the fact that he won the governor's seat in a red [Republican] state Reuters The Democrat challengers to Trump in 2020 DROPPED OUT: Cory Booker The New Jersey Senator has focused on restoring kindness and civility in American politics throughout his campaign, though he has failed to secure the same level of support and fundraising as several other senators running for the White House in 2020 Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Wayne Messam Mayor of the city of Miramar in the Miami metropolitan area, Wayne Messam said he intended to run on a progressive platform against the "broken" federal government. He favours gun regulations and was a signatory to a letter from some 400 mayors condemning President Trump's withdrawal from the Paris Climate Accord Vice News The Democrat challengers to Trump in 2020 DROPPED OUT: Kirsten Gillibrand The New York Senator formally announced her presidential bid in January, saying that “healthcare should be a right, not a privilege” Getty The Democrat challengers to Trump in 2020 DROPPED OUT: John Delaney The Maryland congressman was the first to launch his bid for presidency, making the announcement in 2017 AP The Democrat challengers to Trump in 2020 DROPPED OUT: Andrew Yang The entrepreneur announced his presidential candidacy by pledging that he would introduce a universal basic income of $1,000 a month to every American over the age of 18 Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Julian Castro The former San Antonio mayor announced his candidacy in January and said that his running has a “special meaning” for the Latino community in the US Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Marianne Williamson The author and spiritual adviser has announced her intention to run for president. She had previously run for congress as an independent in 2014 but was unsuccessful Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Eric Swalwell One of the younger candidates, Swalwell has served on multiple committees in the House of Representatives. He intended to make gun control central to his campaign but dropped out after his team said it was clear there was no path to victory Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Seth Moulton A Massachusetts congressman, Moulton is a former US soldier who is best known for trying to stop Nancy Pelosi from becoming speaker of the house. He dropped out of the race after not polling well in key states Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Jay Inslee Inslee has been governor of Washington since 2013. His bid was centred around climate change AFP/Getty The Democrat challengers to Trump in 2020 DROPPED OUT: John Hickenlooper The former governor of Colorado aimed to sell himself as an effective leader who was open to compromise, but failed to make a splash on the national stage Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Tim Ryan Ohio representative Tim Ryan ran on a campaign that hinged on his working class roots, though his messaging did not appear to resonate with voters Getty The Democrat challengers to Trump in 2020 DROPPED OUT: Tom Steyer Democratic presidential hopeful billionaire and philanthropist Tom Steyer is a longtime Democratic donor AFP/Getty

“Lives are being lost every day. It is a national crisis,” she adds. Text on the screen reads: “2,900 children die from gun violence every year.”

The powerful ad will air after Jennifer Lopez and Shakira perform the half-time show at the Hard Rock Stadium in Miami Gardens to a TV audience predicted to be approximately 100 million people.

The placement and subject matter of the ad will stand in sharp contrast to much of what viewers will otherwise see on their screens that day — the intention being to grab people’s attention.

“I chose to devote the entire 60-second ad to gun safety because it matters to communities across the country and it will be a top priority for me as president,” says Mr Bloomberg.

“Calandrian’s story is a powerful reminder of the urgency of this issue and the failure of Washington to address it. People will be rooting for different teams in the Super Bowl, but virtually all Americans — including people in both parties and a majority of gun owners — support universal background checks and other common sense gun laws.”

The ad rounds out with Ms Kemp praising Mr Bloomberg’s record on gun control.

“I know Mike is not afraid of the gun lobby. They’re scared of him,” she says. “And they should be.”

Ms Kemp, who lives near Houston, Texas, is an active volunteer with Moms Demand Action, part of the Everytown for Gun Safety group, the largest gun violence prevention organisation in the country, funded by Mr Bloomberg. She first met the former New York mayor at an event in Austin in January 2019.

At a cost of $11 million, the ad reflects the spending power of Mr Bloomberg’s self-financed campaign. To date the campaign is estimated to have spent $275 million on TV, radio and digital advertising.

President Trump’s re-election campaign has also bought a 60 second slot. A 30-second sequence, released ahead of the game, stresses the president's self-declared accomplishments on the economy and building up the armed forces.

AdAge reports that Fox, this year’s Super Bowl broadcaster, has insulated both political ads from other advertisers by scheduling them in the same breaks as non-paid advertising and promos for its own shows.

Road to Super Bowl 2020 Show all 36 1 /36 Road to Super Bowl 2020 Road to Super Bowl 2020 Super Bowl 2020 epa08172894 Grow lights illuminate the turf during preparations for Super Bowl LIV at Hard Rock Stadium in Miami Gardens, Florida, USA, 28 January 2020. Super Bowl LIV will feature the San Francisco 49ers and the Kansas City Chiefs at the stadium on 02 February. EPA/TANNEN MAURY TANNEN MAURY EPA Road to Super Bowl 2020 Wild Card Weekend PHILADELPHIA, PENNSYLVANIA - JANUARY 05: Quarterback Russell Wilson #3 of the Seattle Seahawks drops back to pass against the Philadelphia Eagles at Lincoln Financial Field on January 05, 2020 in Philadelphia, Pennsylvania. (Photo by Rob Carr/Getty Images) Rob Carr Getty Images Road to Super Bowl 2020 Wild Card Weekend PHILADELPHIA, PENNSYLVANIA - JANUARY 05: Head coach Pete Carroll of the Seattle Seahawks walks off the field after defeating the Philadelphia Eagles at Lincoln Financial Field on January 05, 2020 in Philadelphia, Pennsylvania. (Photo by Rob Carr/Getty Images) Rob Carr Getty Images Road to Super Bowl 2020 Wild Card Weekend NEW ORLEANS, LOUISIANA - JANUARY 05: Tyler Conklin #83 and Irv Smith #84 of the Minnesota Vikings celebrate after defeating the New Orleans Saints 26-20 during overtime in the NFC Wild Card Playoff game at Mercedes Benz Superdome on January 05, 2020 in New Orleans, Louisiana. (Photo by Kevin C. Cox/Getty Images) Kevin C. Cox Getty Images Road to Super Bowl 2020 Wild Card Weekend Jan 5, 2020; New Orleans, Louisiana, USA; New Orleans Saints quarterback Drew Brees (9) reacts after an overtime loss to the Minnesota Vikings in a NFC Wild Card playoff football game at the Mercedes-Benz Superdome. 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(Photo by Adam Glanzman/Getty Images) Adam Glanzman Getty Images Road to Super Bowl 2020 Wild Card Weekend Jan 4, 2020; Houston, Texas, USA; Buffalo Bills wide receiver Duke Williams (82) catches a pass against Houston Texans cornerback Gareon Conley (22) during the fourth quarter in the AFC Wild Card NFL Playoff game at NRG Stadium. Mandatory Credit: Kevin Jairaj-USA TODAY Sports TPX IMAGES OF THE DAY Kevin Jairaj USA TODAY Sports Road to Super Bowl 2020 Wild Card Weekend *** BESTPIX *** HOUSTON, TEXAS - JANUARY 04: Deshaun Watson #4 of the Houston Texans walks off the field following his teams 22-19 win against the Buffalo Bills in the AFC Wild Card Playoff game at NRG Stadium on January 04, 2020 in Houston, Texas. (Photo by Christian Petersen/Getty Images) Christian Petersen Getty Images Road to Super Bowl 2020 NFC Divisional championship game epa08123943 Green Bay Packers quarterback Aaron Rodgers celebrates after the NFC Divisional championship game between the Seattle Seahawks and the Green Bay Packers at Lambeau Field in Green Bay, Wisconsin, USA, 12 January 2020. The Packers defeated the Seahawks and will face the San Francicso 49ers in the NFC Championship game on 19 January 2020 in Santa Clara, California, USA. EPA/TANNEN MAURY TANNEN MAURY EPA Road to Super Bowl 2020 NFC Divisional championship game GREEN BAY, WISCONSIN - JANUARY 12: Russell Wilson #3 of the Seattle Seahawks greets Aaron Rodgers #12 of the Green Bay Packers after the Packers defeated the Seahawks 28-23 in the NFC Divisional Playoff game at Lambeau Field on January 12, 2020 in Green Bay, Wisconsin. 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(Photo by Quinn Harris/Getty Images) Quinn Harris Getty Images Road to Super Bowl 2020 NFC Divisional championship game epa08120998 San Francisco 49ers running back Tevin Coleman (L) and his teammates celebrate after Coleman scored a touchdown against the Minnesota Vikings in the first half of the NFC Divisional playoff NFL American Football game between the Minnesota Vikings and San Francisco 49ers at Levi's Stadium in Santa Clara, California, USA, 11 January 2020. EPA/MONICA M. DAVEY MONICA M. DAVEY EPA Road to Super Bowl 2020 NFC Divisional championship game epa08121000 The US Navy VFA-125 Rough Raiders do a ceremonial flyover in their F-35 Lightning IIs fighter jets during the national anthem before the NFC Divisional playoff NFL American Football game between the Minnesota Vikings and San Francisco 49ers at Levi's Stadium in Santa Clara, California, USA, 11 January 2020. EPA/JOHN G. MABANGLO JOHN G. MABANGLO EPA Road to Super Bowl 2020 NFC Divisional championship game Jan 11, 2020; Santa Clara, California, USA; San Francisco 49ers quarterback Jimmy Garoppolo (10) runs towards the locker room after the 49ers defeated the Minnesota Vikings in a NFC Divisional Round playoff football game at Levi's Stadium. Mandatory Credit: Cary Edmondson-USA TODAY Sports Cary Edmondson USA TODAY Sports Road to Super Bowl 2020 AFC Divisional championship game BALTIMORE, MARYLAND - JANUARY 11: Running back Derrick Henry #22 of the Tennessee Titans carries the ball against the Baltimore Ravens during the AFC Divisional Playoff game at M&T Bank Stadium on January 11, 2020 in Baltimore, Maryland. (Photo by Rob Carr/Getty Images) Rob Carr Getty Images Road to Super Bowl 2020 AFC Divisional championship game BALTIMORE, MARYLAND - JANUARY 11: Earl Thomas #29 of the Baltimore Ravens pressures quarterback Ryan Tannehill #17 of the Tennessee Titans during the AFC Divisional Playoff game at M&T Bank Stadium on January 11, 2020 in Baltimore, Maryland. (Photo by Rob Carr/Getty Images) Rob Carr Getty Images Road to Super Bowl 2020 AFC Divisional championship game BALTIMORE, MARYLAND - JANUARY 11: The Baltimore Ravens take the field before the start of their AFC Divisional Playoff game against the Tennessee Titans at M&T Bank Stadium on January 11, 2020 in Baltimore, Maryland. (Photo by Rob Carr/Getty Images) Rob Carr Getty Images Road to Super Bowl 2020 AFC Divisional championship game BALTIMORE, MARYLAND - JANUARY 11: Quarterback Lamar Jackson #8 of the Baltimore Ravens warms up before the AFC Divisional Playoff game against the Tennessee Titans at M&T Bank Stadium on January 11, 2020 in Baltimore, Maryland. (Photo by Todd Olszewski/Getty Images) Todd Olszewski Getty Images Road to Super Bowl 2020 AFC Divisional championship game Kansas City Chiefs quarterback Patrick Mahomes celebrates as he comes off the field after an NFL divisional playoff football game against the Houston Texans, Sunday, Jan. 12, 2020, in Kansas City, Mo. 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Mandatory Credit: Jay Biggerstaff-USA TODAY Sports Jay Biggerstaff USA TODAY Sports Road to Super Bowl 2020 NFC Championship Game FILE PHOTO: Jan 19, 2020; Santa Clara, California, USA; San Francisco 49ers defensive end Nick Bosa (97) is introduced before playing against the Green Bay Packers in the NFC Championship Game at Levi's Stadium. Mandatory Credit: Kelley L Cox-USA TODAY Sports/File Photo USA TODAY USPW USA TODAY Sports Road to Super Bowl 2020 NFC Championship Game Jan 19, 2020; Santa Clara, California, USA; San Francisco 49ers players celebrate an interception by cornerback Richard Sherman against the Green Bay Packers in the fourth quarter the NFC Championship Game at Levi's Stadium. 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Mandatory Credit: Kyle Terada-USA TODAY Sports/File Photo USA TODAY USPW USA TODAY Sports Road to Super Bowl 2020 AFC Championship Game KANSAS CITY, MISSOURI - JANUARY 19: Patrick Mahomes #15 of the Kansas City Chiefs reacts after a play in the second half against the Tennessee Titans in the AFC Championship Game at Arrowhead Stadium on January 19, 2020 in Kansas City, Missouri. (Photo by Tom Pennington/Getty Images) Tom Pennington Getty Images Road to Super Bowl 2020 AFC Championship Game KANSAS CITY, MISSOURI - JANUARY 19: Patrick Mahomes #15 of the Kansas City Chiefs takes the field before the AFC Championship Game against the Tennessee Titans at Arrowhead Stadium on January 19, 2020 in Kansas City, Missouri. (Photo by Jamie Squire/Getty Images) Jamie Squire Getty Images Road to Super Bowl 2020 Super Bowl Week MIAMI, FLORIDA - JANUARY 27: Quarterback Patrick Mahomes #15 of the Kansas City Chiefs, cornerback Richard Sherman #25 of the San Francisco 49ers, quarterback Jimmy Garoppolo #10 of the San Francisco 49ers and strong safety Tyrann Mathieu #32 of the Kansas City Chiefs pose with Deion Sanders during Super Bowl Opening Night presented by BOLT24 at Marlins Park on January 27, 2020 in Miami, Florida. (Photo by Michael Reaves/Getty Images) Michael Reaves Getty Images Road to Super Bowl 2020 Super Bowl Week MIAMI, FLORIDA - JANUARY 27: Quarterback Patrick Mahomes #15 of the Kansas City Chiefs and quarterback Jimmy Garoppolo #10 of the San Francisco 49ers take part in Super Bowl Opening Night presented by BOLT24 at Marlins Park on January 27, 2020 in Miami, Florida. (Photo by Michael Reaves/Getty Images) Michael Reaves Getty Images Road to Super Bowl 2020 Super Bowl Week CORAL GABLES, FLORIDA - JANUARY 29: Head coach Kyle Shanahan of the San Francisco 49ers (R) talks with general manager John Lynch during practice for Super Bowl LIV at the Greentree Practice Fields on the campus of the University of Miami on January 29, 2020 in Coral Gables, Florida. (Photo by Michael Reaves/Getty Images) Michael Reaves Getty Images Road to Super Bowl 2020 Super Bowl Week DAVIE, FLORIDA - JANUARY 29: Head Coach Andy Reid and Patrick Mahomes #15 of the Kansas City Chiefs speak before performing drills at Kansas City Chiefs practice prior to Super Bowl LIV at Baptist Health Training Facility at Nova Southern University on January 29, 2020 in Davie, Florida. (Photo by Mark Brown/Getty Images) Mark Brown Getty Images Road to Super Bowl 2020 Super Bowl Week Jan 29, 2020; Miami, Florida, USA; Kansas City Chiefs tight end Travis Kelce speaks during a press conference for Super Bowl LIV at JW Marriott Turnberry. Mandatory Credit: Kirby Lee-USA TODAY Sports Kirby Lee USA TODAY Sports Road to Super Bowl 2020 Super Bowl Week MIAMI, FLORIDA - JANUARY 29: Richard Sherman #25 of the San Francisco 49ers speaks to the media during the San Francisco 49ers media availability prior to Super Bowl LIV at the James L. Knight Center on January 29, 2020 in Miami, Florida. (Photo by Michael Reaves/Getty Images) Michael Reaves Getty Images Road to Super Bowl 2020 Super Bowl Week Kansas City Chiefs wide receiver Tyreek Hill (10) speaks during a news conference on Tuesday, Jan. 28, 2020, in Aventura, Fla., for NFL Super Bowl 54 football game. (AP Photo/Brynn Anderson) Brynn Anderson AP

Political advertising is not a new occurrence in the Super Bowl broadcast, but previous campaign ads have not had the national reach that the Bloomberg and Trump ads will.

Probably the closest comparison was 2008, when Democratic candidate Barack Obama’s campaign aired an ad shown in 24 states, according to Quartz. His campaign also bought $5 million worth of ads during the broadcast of the Beijing Olympics that same year.