(USA TODAY) A suggestive ad by the NRA for its voter registration campaign will likely get tongues wagging.

The spot features a father talking to his son in a somber tone about something that’s not a toy, but is important to protect their family. He unlocks a case to reveal … a voter registration card.

The ad is part of the National Rifle Association’s Trigger the Vote campaign, aimed at increasing the number of registered voters — especially among gun owners. Andrew Arulanandam, public affairs director at the NRA, said the ad will run online and on cable backed by a seven-figure buy.

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