(CNN) -- The National Rifle Association is heading back to the airwaves with yet another round of ads aimed at fighting gun-control initiatives circulating in Washington. The advocacy group announced earlier this week that its CEO, Wayne LaPierre, would unveil the new ad campaign Saturday night from Salt Lake City during a speech at the Western Hunting and Conservation Expo. In the same statement saying LaPierre would showcase new ads, the NRA said he would also "confront the real consequences of so-called 'universal background checks.'" As it turned out, LaPierre did not mention any new advertising in his remarks. But he did -- as he has done passionately in the past -- rail against President Barack Obama and other Democrats and the background checks that he said are "at the very heart of their anti-gun agenda."
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NRA promises to release new ads, criticize 'so-called universal background checks'
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Group has actively opposed gun control measures backed by President Obama
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One past ad questions why Obama's children have armed security, other students do not
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Other groups have released their own ads, calling for stricter gun control measures
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The NRA efforts include advertisements such as the one, broadcast in mid-January, that described @placeholder as an "elitist hypocrite" because his two daughters are protected while at school by armed federal agents and yet he is "skeptical" about having armed personnel at all schools.