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Giffords PAC features hypothetical texts during school lockdown in ad against Colorado rep

A new ad targeting Rep. Mike CoffmanMichael (Mike) Howard CoffmanGroup begins 'Nuns on the Bus' tour to protest Trump tax law ahead of midterms Election Countdown: Dems raising millions in fight for House | Trump attacks potential challengers | GOP finalizes 2020 convention plans | Dems see Kavanaugh fight driving women voters to the polls | Bloomberg spending big for Senate Dems GOP sacrifices women and House Republicans with Kavanaugh plan MORE (R-Colo.) for his gun-friendly policies features a hypothetical text conversation between a mother and child during a school lockdown.

The ad was released by a PAC run by former Rep. Gabrielle Giffords (D-Ariz.). According to Politico, the PAC intends to spend almost $1.5 million on TV and digital ads against the vulnerable congressman.

Democrats are optimistic about their chances in November against Coffman, who is facing Jason Crow in Colorado’s 6th district. Cook Political Report rates the race as a “toss-up.”

The ad warns viewers that the pro-gun National Rifle Association supports Coffman and has given more money to him than any other member of Colorado's congressional delegation. The ad mainly features a text conversation between a fictional mother and child during a lockdown.

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"Someone has a gun and they can't find him," the fictional child, Emily, texts.

The mother responds, "A gun???? Are you ok?"

"Yeah but I'm so scared. I love u. Tell dad I love him," texts Emily.

"I'm on my way...Try to stay quiet," the mother texts.

When Emily types, but does not send a message, the mother asks, "Emily?" then types, "Emily I love you so much."

The number of ads promoting stricter gun control have drastically increased this year as compared to the midterm elections four years ago, according to a report from The Wall Street Journal. The increase follows a number of mass shootings and the rise of the student-led "March for Our Lives" movement.

The Journal found that 102,636 pro-gun control ads ran from Jan. 1 to Sept. 9, 22 times more than in 2014. 

Anti-gun control ads have also increased, but not by as wide a margin, only slightly more than doubling since 2014.