Bloomberg's Gun Ad at Super Bowl: Promotes Background Checks (VIDEO)

The coveted commercial space during this year's 2013 Super Bowl will be utilized by one group as a platform to promote new gun control rules.

A gun control group, Mayors Against Illegal Guns, funded by New York City mayor Michael Bloomberg, has bought ad space during the 2013 Super Bowl.

The ad will promote a new rule that would require gun owners to undergo a background check before being allowed to purchase a firearm.

During the 30-second commercial, children can be heard in the background singing "America the Beautiful" as they are seen playing with each other in front of an American flag. Children from Sandy Hook Elementary were invited to sing the same song during the opening of the Super Bowl.

Old footage of National Rifle Association Executive Vice President Wayne LaPierre saying the gun lobby group approves of background checks is also played during the ad. The NRA has since clarified that it would not support all background checks on gun sales.

Sandy Froman, a member of the board of directors and former president of the NRA, said Thursday that it would not support mandated background checks on all gun purchases.

"We're not supporting more background checks of law-abiding citizens," Froman announced during a CNN townhall gathering called "Guns Under Fire."

LaPierre also said more recently that having all gun buyers go through background checks would create a "universal federal nightmare."

The cost of the ad was not specified, however, a Bloomsberg spokesman has reportedly said that the ad cost in the six-figure range, according to The Associated Press.