In a pre-emptive move before the President unveiled his plans for gun control, the National Rifle Association released a new ad targeting the President as an elitist.
The 35 second ad was posted online Tuesday night.
In it, the NRA criticizes President Obama for accepting armed Secret Service protection for his daughters, Sasha and Malia, at their private Washington DC school while questioning the placement of similar security at other schools.
The White House called the ad repugnant and cowardly.
The NRA is also under fire for its latest mobile app.
The app takes users to a virtual gun range and posts high scores along with their friends.
It comes just a little more than one month after the Sandy Hook shooting.
Previously rated for anyone ages 4 and up, it has since been changed to age 12 and up.