A controversial new ad from the National Rifle Association is under attack for targeting President Barack Obama's daughters.
The ad released Tuesday calls Obama an "elitist hypocrite" for not embracing armed guards in schools when his daughters are protected by armed Secret Service agents at their schools, Politico reported.
More from GlobalPost: Obama proposes gun control executive orders (LIVE BLOG)
“Are the president’s kids more important than yours?” the ad’s narrator asks. “Then why is he skeptical about putting armed security in our schools when his kids are protected by armed guards at their schools? Mr. Obama demands the wealthy pay their fair share of taxes, but he’s just another elitist hypocrite when it comes to a fair share of security.”
The White House immediately blasted the ad as "repugnant and cowardly."
More from GlobalPost: NRA shooting game released for children 4 and up (VIDEO)
"Most Americans agree that a president's children should not be used as pawns in a political fight," Buzzfeed quoted White House Press Secretary Jay Carney as saying.
Former White House Press Secretary and Obama advisor Robert Gibbs slammed the video on MSNBC’s “Morning Joe."
“I mean, it is disgusting on many levels,” he said. “It’s also just stupid.”
A majority of Americans, 55 percent, support the NRA’s armed guards proposal, particularly parents of young children, according to a Washington Post-ABC News poll released this week.