The National Rifle Association announced the kickoff of its 2014 "Trigger the Vote" voter registration campaign with a new ad, "Father and Son." (YouTube: Trigger the Vote)

The National Rifle Association on Wednesday launched an election year push to register new voters with a suggestive advertisement that ends on a surprising note.

In the 30-second video, a father carrying a box that appears to have a handgun in it tells his son, "Remember, this isn't a toy."

His son asks: "Why do you have it?"

"Well," responds the father, "it's important that I protect our family. And our rights."

No, it's not a gun -- but a voter registration card, as Dad reveals at the end.

The ad is part of the NRA's “Trigger the Vote” campaign, which started in 2009. The effort encourages gun-rights advocates to register to vote.

Actor and well-known gun-rights activist Chuck Norris is the honorary chairman. Photos of him are all over a Web site where people can check if they are registered and find their nearest polling place.