Thirty second Super Bowl ads run into the millions of dollars, and every year are the subject of water cooler talk the next day.

This year, however, there’s one commercial you won’t be seeing, but will cause talk anyway.

It’s for Daniel Defense, a company that sells guns along with other outdoorsy items – but it’s the gun part of the equation that has the NFL’s panties in a bunch.

Check out the commercial and see if there’s anything offensive about it:

The National Football League won't permit a company that sells guns to purchase ad time during the upcoming Super Bowl, according to a report on

The website reported that Fox, which will air the Feb. 2 game from MetLife Stadium in East Rutherford, told Daniel Defense the spot doesn't comply with its rules.

The rule states that "firearms, ammunition or other weapons are prohibited; however, stores that sell firearms and ammunitions (e.g., outdoor stores and camping stores) will be permitted, provided they sell other products and the ads do not mention firearms, ammunition or other weapons."

The Daniel Defense commercial doesn't display or mention an actual weapon, though it shows the company's logo at the conclusion of the spot. The logo contains a DDM4 rifle.

Daniel Defense products are sold in brick and mortar stores that also sell other items.
The company's offer to remove the logo containing the firearm and replace it with an American flag was also rejected, the Guns and Ammo report said.

Three stores in New Jersey sell their products — one each in Bayonne, Woodbridge and Marlboro.

Daniel Defense was allowed to run a commercial that aired in some Georgia markets during Super Bowl XLVI. The spot showed a gun being fired.

Fox is seeking $4 million for a 30-second ad during the Super Bowl, according to published reports.

Odd, isn’t it. I mean, the NFL allows networks to sell to alcohol manufacturers as well as the makers of violent video games, movies that have inherently violent themes and the like – but not a gun seller.

The commercial is benign; and all it touts is the basic right we all have to protect ourselves – but the NFL sees it differently.