>> fst oall,hera ad, invoking the president's daughters, was beyond tone deaf, it was mean-spirited, small minded, and below the belt. it is harmful to their position. that is just a preliminary. let me give the these facts. in the 236 years of this country, from the revolutionary war all the way to both moral force -- world wars, six under ,000 americans he died fighting for their country. since robert kennedy had a bullet put in his brain at the ambassador hotel in 1968, 1,260,781 americans have died from firearms. 80% of all of firearm deaths, of the 22 countries in the first world, is here in the united states. that is not american exceptional is and we can be proud of. if we cannot agree to do something about that -- we did it about cigarettes, thank god. if we cannot do it, then let's just toss the old tall in now. >> can i pick up on that? >> with cigarettes, we had a de-glamorization campaign. we had tremendous success. smoking has been cut in half in about 50 years. it is the result of a culture. if we are talking about shootings and guns in this country, the equivalent woul