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WILMINGTON, NC (WECT) – The Super Bowl attracts an audience of millions every year, but one locally produced commercial will be missing out on primetime air play.
Daniel Defense, a gun manufacturer from Georgia, picked Wilmington as the backdrop of its newest commercial. It features a serviceman and his family.
Jordan Hunter, the company's Director of Marketing, said Tuesday that he had already signed deal with several broadcast affiliates in major cities like Atlanta, Houston and Charlotte.
But he was told that the NFL would not allow the commercial. The reason given was the category of company, according to Hunter. He said Daniel Defense makes firearms, but it also has the same licenses as most sporting goods stores.
Part of the NFL's prohibited advertising categories reads:
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 no mention firearms, ammunition or other weapons.
Hunter said he understands the NFL has the right to ban commercials, but not when he said his company's ad does not violate any rules.
"They're just picking and choosing," said Hunter.
Hunter said he offered to remove a silhouette of a gun that's seen at the end of the commercial, but the commercial is still denied.
"I objected four different times," he said.
The company planned to spend roughly $500,000 on the regional commercial in eight markets. Hunter said this was going to be a step up from their local commercial that ran during the 2012 Super Bowl.
Hunter said he has not heard from a representative of the NFL, only local affiliates.
"We hope that the NFL will accept our commercial and support the 1st and 2nd amendment," he said. "It would be a big win for gun owners and the Bill of Rights."