Last month, the NRA released a new ad with spokeswoman Dana Loesch that ended up sparking controversy.
In the ad, Loesch calls out groups of people who create unnecessary chaos in America, use the education system as a propaganda tool, and paint law enforcement as villains. Then she throws down a call for action to fight back against such individuals with a “clenched fist of truth.”
Loesch's comment was taken way out of context, and the video was portrayed as one that was promoting violence. Senator Chris Murphy (D-CT) even tweeted that he thinks the “NRA is telling people to shoot” others.
Black Lives Matter felt the NRA was targeting them, though. So the highly controversial, anti-police movement produced a video response of its own.
And it's something else. To kick things off, a Black Lives Matter member accuses the NRA of wanting to kill black people and keep them poorly educated so they can go from school to prison. She lists off a number of blacks who have been killed by police.
Then she says, in part:
"Until the only option left is for black people to disrupt the systems that keep us oppressed and build the kind of communities in which we want to live. And when that happens they will use as an excuse to kill more of us.
The only way we stop this, the only way we save our communities in our struggle for freedom is to fight this violence with a raised black fist of resistance. We are Black Lives Matter and we are freedom's future place."
The video then cuts and brings multiple Black Lives Matter supporters into the frame. And the spokesperson for the movement decides to make things much more personal.