colion noir*You knew it was going to happen. It was only a matter of time.

The now desperate NRA has launched an ad campaign that targets urban black men.

Featured in the ads is a black dude who goes by the name of “Mr. Colion Noir.” He’s referred to as an unapologetic “urban gun enthusiast” and “budding attorney” from Houston. And apparently, he’s carved out quite a niche for himself in the YouTube gun enthusiast world.

“No one wants to fight for protection, they want the government to do it,” Mr. Noir says. “The same government who at one point hosed us down with water, attacked us with dogs and wouldn’t allow us to eat at their restaurants and told us we couldn’t own guns when bumbling fools with sheets on their heads were riding around burning crosses on our lawns and murdering us.”

The NRA teased the campaign with a “coming soon” video last Friday. Check out the video: