The people featured in the ad declare things like “You are surrounded by a world where mad men are famous and good ones forgotten” and “‘The good guys are a lie,’ they laugh. Everyone’s corrupted.” It stakes out a clear position that there are “good guys” in the world fighting against the “hypocrites, chameleons, bullies, and yes-men.”

After showing the ad, LaPierre declares, “Ours is a national movement. Right now it’s sweeping the country in homes, in churches, in coffee houses, in PTA meetings.”