In advance of President Obama's gun control plan, The National Rifle Association preemptively released a new video on its website calling him an "elitist hypocrite."
Obama, the ad says, enjoys Secret Service protection of his two daughters at school, yet remains "skeptical" about installing armed guards in all schools.
The 35-second video is as harsh as any attack ad in a political campaign and illustrates how emotionally charged and personal the debate over gun control is.
The White House quickly blasted the NRA ad using Obama's daughters to criticize the president on gun control as both "repugnant and cowardly."
As the president's children, Malia and Sasha Obama are entitled to Secret Service protection, and they receive it. But should every child in the U.S. then?
Obama never officially said he opposes more armed security guards at school, which the NRA recommended in the wake of the Newtown massacre.
But the President, who outlined significant reforms today, did say he's skeptical of the idea and added that such a step is not sufficient in curbing danger.
White House spokesman Jay Carney released a statement responding to the ad shortly before Obama outlined his new gun proposals this morning.
"Most Americans agree that a president's children should not be used as pawns in a political fight," Carney said in a statement emailed to reporters.
He added that the group stooped too low, and "to go so far as to make the safety of the president's children the subject of an attack ad is repugnant and cowardly."
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