The National Rifle Association released a new video on its Web site Tuesday calling President Obama an “elitist hypocrite” for having Secret Service protection of his daughters at school but saying he was “skeptical” about installing armed guards in all schools.

The NRA’s provocative, 35-second video is as harsh as any attack ad in a political campaign and illustrates how emotionally charged and personal the debate over gun control is becoming.

“Are the president’s kids more important than yours?” a deep-voiced narrator asks. “Then why is he skeptical about putting armed security in our schools when his kids are protected by armed guards at their school? Mr. Obama demands the wealthy pay their fair share of taxes, but he’s just another elitist hypocrite when it comes to a fair share of security.”

“Most Americans agree that a president’s children should not be used as pawns in a political fight,” White House spokesman Jay Carney said in a statement Wednesday. “But to go so far as to make the safety of the President’s children the subject of an attack ad is repugnant and cowardly.”