Presidential candidate Mike Bloomberg released his 60-second Super Bowl ad Thursday, and it focuses on one of the biggest issues in his campaign: gun control.
The spot emphasizes what the Bloomberg campaign calls "the urgent need to prevent gun violence in America and why Mike is the candidate to get it done," according to the ad's YouTube description. The ad, titled "George," features Calandrian Simpson Kemp, whose son George Kemp Jr. was fatally shot in Richmond, Texas, in 2013 at age 20.
The spot for Sunday's Super Bowl being aired on Fox is likely to cost at least $10 million.
Bloomberg's campaign said it plans to share more videos featuring survivors of gun violence this week, before Bloomberg visits states next week to commemorate National Gun Violence Survivors Week.
The ad campaign was made with Siegel Strategies, according to Bloomberg's campaign.
Bloomberg, the billionaire former mayor of New York, helped found Everytown for Gun Safety in 2014 to "end gun violence and counter the Washington gun lobby," pledging to spend at least $50 million to support the cause. The group spent $2.5 million last year to influence voters in Virginia, versus approximately $300,000 by the NRA. And it appeared to have an effect: In November's election, the Democrats tipped the Virginia House and Senate in their favor, giving them full control there for the first time since 1994.
Bloomberg has funneled more than $200 million into ads and climbed toward the top tier of other Democrats in presidential primary polls. President Donald Trump's reelection campaign is spending $10 million for ad time for a Super Bowl spot, an aide to the president's political operation previously confirmed to CNBC.
While Bloomberg isn't competing in the first four primary and caucus states — Iowa, New Hampshire, Nevada and South Carolina — he is running a nationally focused campaign, with an emphasis on states holding contests on Super Tuesday, March 3, including California and Texas.
Bloomberg's campaign has also sought to be nimble and playful, in addition to taking on serious subjects like gun control.
On Wednesday, the organization released a digital ad featuring dogs endorsing the billionaire's candidacy for the Democratic nomination. The #DogsFurMike ad came a day after a video showing the former New York mayor bizarrely shaking a dog's snout went viral.