The National Basketball Association teamed up with Michael Bloomberg’s group, Everytown for Gun Safety, to air a series of pro-gun control spots during marquee games on Christmas Day.

While watching the ad, you may notice that there are no policy recommendations and no mentions of “gun control.” Instead, the 30-second spot focuses on victims of gun violence.

The players talk about how gun violence affects their personal lives. Steph Curry from the Golden State Warriors kicks off the ad with concerns about his 3-year-old daughter, Riley. Chris Paul of the Los Angeles Clippers shares the advice he was told as a child: “My parents used to say, ‘A bullet doesn’t have a name on it.’”

The spot also features survivors of shootings and relatives of those killed by guns. Andy Parker makes an appearance, whose daughter, Alison, a television reporter in Virginia, was shot in the middle of a live broadcast by a former co-worker.

According to NY Times, Everytown for Gun Safety paid for the production of the commercials, and the NBA donated time that it controls during games on ABC and ESPN, which will broadcast the ads.

Political Implications for NBA Joining Michael Bloomberg’s Efforts

Until now, no major sports league has lent its name to fighting gun violence, so there has been no precedence set if there will be backlash or praise from fans.

The number of shootings the country has seen over this past year has caused polarizing debate on gun control and probably not all NBA fans will side with Michael Bloomberg’s group. Additionally, Everytown for Gun Safety has been the target of many gun rights groups in the past, including the National Association for Gun Rights and National Rifle Association.

According to Kathleen Behrens, the NBA’s president of social responsibility and player programs, the NBA is “not worried about any political implications.”

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