NEW YORK (CBSNewYork) – Amid all the expensive ads set to run during the Super Bowl is a public service announcement from the group Mayors Against Illegal Guns.

The group was started by staunch gun control advocate Mayor Michael Bloomberg and directly takes on the National Rifle Association.

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The 30-second spot is narrated by children with “America The Beautiful” playing in the background and calls for background checks on all gun sales.

The ad starts with a child saying that the NRA once supported background checks – and then shows a clip from the lobbying group’s president Wayne LaPierre from 1999 calling for an end to all loopholes that allow some gun purchasers to skirt the background checks.

In recent testimony before the Senate Judiciary Committee, LaPierre said the NRA no longer supports background checks for all gun sales.

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Watch The Ad Here:

The ad will run in the Washington area during the third quarter of the game between the San Francisco 49ers and the Baltimore Ravens.

More than 850 mayors are members of Mayors Against Illegal Guns. The ad is part of the group’s ‘Demand A Plan’ campaign, which has also featured an Aurora, Colo. movie theater shooting rampage survivor.

A Bloomberg spokesman said the ad cost in the six-figure range.

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What do you think of the ad? Does it have a place running during the Super Bowl? Sound off in the comments section below…