The NRA's latest ad features a border agent who refuses to get vaccinated warning "every state will become a border state with illegal immigrants committing violent crimes" if the border isn't secured.
https://twitter.com/NRA/status/1472928471521316869
It also features his wife who claims to have scared off 4 illegal immigrants who broke into their home. She says she used a samurai sword and a chihuahua. Afterwards, she bought a gun. 
This is an ad primarily about opposition to vaccine mandates and support for stiffer border policy. It is tangentially related to guns in that the anti-vax agent and his wife own guns because of a home invasion.
This ad will likely appeal to many Republican base voters and conservatives since they likely support gun-rights and stiff border policies in addition to opposing vaccine mandates. Of course, it's likely to turn off anyone else.
The NRA marketing itself as a general interest conservative group has been the approach for a while now. You've seen the same thing at other single-issue groups, like the ACLU, for a while now.
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