A US Democratic congressional candidate looks straight down the barrel of the camera and says "F**k the NRA" in his latest campaign ad.
The 15-second TV spot ran uncensored on a local news network in Albuquerque last Friday afternoon.
"Their pro-gun policies have resulted in dead children, dead mothers and dead fathers," said Pat Davis, a councilman for the city and former police officer.
He ended the ad: "I approve this message. Because if Congress won't change our gun laws, we're changing Congress."
The ad ran uncensored because federal election laws require broadcasters to run political ads without alteration.
The ad prompted a strong response from the National Rifle Association, urging members to use the hashtag #DesperateDavis.
They posted a video insinuating Mr Davis needed to wash his mouth out.
"WATCH OUT: #NewMexico City Councilor @PatDavisNM is running for #Congress and has a foul message for the NRA's 5M+ members" The post read.