The NRA's Wayne LaPierre wrote a speech. Then he turned the speech into an ad, because Mr. Ego thinks we're all a bunch of paranoid lunatics who can't get our hands on enough guns and need the fellowship of other paranoid lunatics to survive the onslaught of bad guys.
This ad is just a spin on "taking our country back," but it uses some bizarre imagery. If one is to believe this ad, the NRA and their gun-toting members are the good guys, and the rest of us aren't. Or at least, we won't be if we don't "join them."
Message: We are surrounded by evil. Only paying your NRA dues and packing your pistol can change it.