Democratic presidential candidate Michael Bloomberg has unveiled a new ad set to air during the Super Bowl. It focuses entirely on gun violence and his record for gun control. According to The Hill, the ad cost him about $11 million.

The 60-second spot tells the story of Calandrian Simpson Kemp, a Texas woman whose 20-year-old son was shot and killed in 2013.

From The Hill:

“I just kept saying, you cannot tell me that the child I gave birth to is no longer here,” Kemp says in the spot. Text then appears reading “2,900 children die from gun violence every year,” a figure frequently cited by Everytown for Gun Safety, which derives most of its funding from Bloomberg. Kemp goes on to say “I know Mike is not afraid of the gun lobby, they’re scared of him, and they should be.”

Politico reports that over the past few years, Bloomberg has spent hundreds of millions of dollars to tackle gun reform. He allegedly invested $112 million in 24 pro-gun control candidates during the 2018 midterm elections, helping to give Democrats control of the House.

You can watch the ad above.