When Bloomberg announced he was running a Super Bowl ad, his longshot and late-entry campaign suggested it would be another in his series of big-money broadsides across the president’s bow. Instead of trying to get under Trump’s skin again, however, this goes in another direction, using the game’s mega-platform to introduce Bloomberg as an activist with an anti-gun-violence track record. The commercial is basically Calandrian Kemp telling about her late son, George H. Kemp Jr., who aspired to football greatness (Super Bowl tie-in) but was shot to death one Friday morning in 2013. While there are statistics in the form of on-screen text, the ad sticks with the grieving mother’s emotional message highlighting the devastation guns can cause and her endorsement of Bloomberg as “a dog in this fight.” Rather than the opposite, she asserts, the “gun lobby” is “scared of him” — although his side’s victories, while increasing in recent years, have still tended to be on the less controversial issues and only in certain states. Bloomberg’s big hope here, it seems, is that people will extrapolate from this one cause to see him as a man of empathy and action.