Never known for treading lightly, the USA's National Rifle Association's latest video suggests it is now on a warpath. 

A promotional video released by the powerful gun lobby group on Sunday night warns "lying" journalists, Hollywood celebrities, "role model athletes" and politicians "who would let America burn" that their "time is up". 

In the video, NRA spokeswoman Dana Loesch stands in front of a black background in front of a large wooden hourglass. 

As dramatic Western music plays in the background, she rails against NRA critics. 

"We've had enough of the lies, the sanctimony, the arrogance, the hatred, the pettiness, the fake news," Loesch says, as she singles out TV news hosts Joy Ann Reid, Mika Brzezinski, and Joe Scarborough as well as "those who bring bias and propaganda to CNN, the Washington Post, and the New York Times."

"Your time is running out," she says, as she flips over the hourglass. "The clock starts now."

Opposition to the NRA has picked up steam in recent weeks, as Americans grieved about a Valentine's Day school shooting which saw 17 teenagers killed. 

Hollywood stars such as Reece Wetherspoon, Kim Kardashian and Julianne Moore were among those who spoke up following the attack to call for stricter gun controls.

The bad press has hurt the NRA's bottom line, with sponsors quickly dropping the lobby group for fear of being tainted by association. Banks, rental car companies and hotel chains have all cut ties with the group.  

The NRA's latest controversial ad - ostensibly a promo for an upcoming TV show Loesch will host on the lobby group's own TV channel - appears to take its cue from Hollywood's "Time's Up" movement, which grew out of outrage at a series of sexual assault scandals which have rocked the film industry over the past months.