The National Rifle Association has released a new ad that takes the organization's post-Newtown shooting, anti-gun control message to a level of insensitivity that's already being widely criticized. Beyond just attacking President Obama's policy positions, it brings Sasha and Malia into the debate, asking "are the President's kids more important than yours?", and calling him a hypocrite for accepting armed protection for his daughters while not supporting armed guards in every school.

As if there aren't some important (and obvious) differences there.

Former White House Press Secretary and Obama advisor Robert Gibbs set the tone this morning for what we're sure will be a day-long conversation about the spot, calling it "disgusting" and "stupid":