With the president set to announce sweeping gun control measures today at noon, the NRA is already fighting back with a tough new ad. The ad targets President Obama as “just another elitist hypocrite when it comes to a fair share of security,” calling out the fact that his daughters receive protection from the Secret Service, while the president believes that schools should be gun-free zones.

Wendell Goler reports that the White House hasn’t responded to the ad, but he said the hope within the administration is that “people will see that Secret Service protection for the first family is frankly no more elitist than protection for the president himself.”

*** Update: *** White House spokesman Jay Carney made the following statement regarding the ad:

“Most Americans agree that a president's children should not be used as pawns in a political fight. But to go so far as to make the safety of the President's children the subject of an attack ad is repugnant and cowardly.”

Watch a portion of the ad below: