The NFL has banned a commercial from playing during the Super Bowl because of its pro-gun tone. The advertisement, submitted by the gun manufacturer Daniel Defense, doesn’t even directly feature any firearms, but talks about defending oneself inside the home.

UPDATE: CEO of Gun Manufacturer Speaks Out After NFL Bans Super Bowl Ad

In the ad, a young father looks over his infant daughter as he says, “My family’s safety is my highest priority. I am responsible for their protection. And no one has the right to tell me how to defend them. So, I’ve chosen the most effective tool for the job.”

A statement from Fox reads, “Unfortunately, we cannot accept your commercial in football/Super Bowl spots due to the rules the NFL itself has set into place for your company’s category.”

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