New York  - Among the slick, million-dollar ads for the likes of Pepsi and Honda during the Super Bowl this Sunday, viewers in Washington will see a far more modest spot. New York Mayor Michael Bloomberg and Boston Mayor Thomas Menino will be sitting on a couch touting an issue most politicians avoid like the plague: gun control.

The two mayors, whose local teams face off in the big game, are making the pitch for Mayors Against Illegal Guns (MAIG), the organization they co-founded in 2006.

Murder has been on the decline in New York and other major American cities for years, but the mayors say they still see too many dead cops and teens. On Tuesday night, Bloomberg was at Bellevue Hospital in Manhattan visiting a New York police officer who had just been shot in the face in Brooklyn.

"We have someone who's dedicated his life to protecting all of us, who has had a much too close brush with death tonight because of what appears to be an illegal gun," Bloomberg told a news conference. He added that more Americans have been killed by illegal guns since 1968 than were killed in World War II.

Candidates for local and national office in the U.S. have faced sharp backlashes for advocating restraints on gun ownership, such as assault weapons or guns on campus. Such pushes draw fire from the well-funded National Rifle Association (NRA) and its allies. For many defenders of the Constitution's Second Amendment - the right to bear arms - guns are the single issue on which they vote.

"We have to face the fact that both Democrats and Republicans have for a while viewed this as the third rail of American politics," said John Feinblatt, who helps run MAIG as Bloomberg's chief advisor for policy and strategic planning. (Bloomberg is an independent; Menino is a Democrat.)

Democrats, who are more likely than Republicans to favor some restrictions on gun ownership, made a conscious decision to stay away from the gun issue in the 2010 midterm congressional elections. The aim: protect the so-called Blue Dog conservative Democrats in the U.S. House of Representatives, who didn't toe the party line on gun control. Most were defeated anyway.

If the Democratic Party hoped to keep the gun issue off center stage in the 2012 presidential race, MAIG's campaign makes that unlikely. So does the fact that the NRA and the gun industry's trade group, the National Shooting Sports Foundation (NSSF), have announced they will have a combined war chest of $225 million.

"We are anticipating having a voter-education effort that will be our largest effort ever," said Lawrence Keane, senior vice president and general counsel at the NSSF.