There is widespread shock and outrage today over that NRA commercial that goes after the president's daughters.
On Morning Joe, Joe Scarborough asked, "What's wrong with these people?"
The ad calls President Obama an "elitist hyprocite" and now many are saying the NRA has crossed the line.
Piers Morgan called it, "Utterly pathetic."
On The View, Barbara Walters said, "What offended me was using the president's children."
The White House was swift to condemn the ad, calling it "repugnant and cowardly."
The ad was timed to coincide with the president's unveiling of tough new gun control proposals.
In his speech, President Obama said, "We must do something to protect our communities and our kids."
The president was joined on stage by four youngsters. In the audience were the parents of little Grace McDonnell, one of twenty children gunned down at Sandy Hook Elementary School. They gave the president a painting she made, which now hangs in his study.
"Everytime I look at that painting, I think of Grace, and I think about the life that she lived. And most of all, I think about how, when it comes to protecting the most vulnerable among us, we must act now," said the president.
Meanwhile, some of the survivors of the Sandy Hook shooting have recorded a rendition of "Somewhere Over The Rainbow" to raise money for charity, in memory of the friends they lost on that horrible day.