If you haven’t heard, the NRA has a new ad out today, a video (you can see it here) calling President Obama a hypocrite because his daughters get Secret Service protection but he — according to the ad “doesn’t want your children protected.”

It’s a stupid ad, typical of the NRA’s heavyhandedness, ignoring that, for example, President Obama today called for funds to put more SRO’s (school resource officers) in schools.

Of course, any President’s family is afforded special protection — they can be the targets of the crazies and the terrorists, even more so than innocent little school kids.

But the ad works.  For its audience.

The audience?  The folks the NRA hopes won’t really think about the gun issue, the ones the NRA hopes will say, “Obama’s coming to get our guns” no matter what he proposes.

They’re out there, after all.  And the NRA knows how to reach them.  Scare ‘em, rile ‘em up, and have them get after their Congressmen.  It’s been a successful formula for decades.  And — sadly — probably will again.