Is 84 Lumber's Super Bowl Ad Making a Statement About Mexican Immigration?

Advertiser's Original Spot Was Rejected; New Message Will Continue Online After the Game

Published On
Feb 01, 2017

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84 Lumber, the building supplies company whose first Super Bowl spot was initially rejected by Fox for being too political, has released the revised version. The conclusion of the 90-second spot, which will air in the second quarter, is shrouded in mystery and is ostensibly meant to direct viewers to, where the entire story, including the video nixed by Fox, will be posted.

In the video airing Sunday, called "The Journey Begins," a Mexican woman and her daughter are seen rising early for a long voyage. They pack their belongings, including personal photographs, and join other voyagers on a trek that appears to be a border crossing. The two cross fields, streams and railroad tracks, while traveling by truck, train and foot and camping by firelight. The final image shows them holding hands, as text appears, "See the conclusion at"

The final direction of the ad is unclear, which could be a smart strategy for the 61-year-old, family-run company headquartered in Eighty Four, Penn. The president of 84 Lumber has said that the ad is meant to serve as a recruiting tool, specifically for men age 20-to-29. It will kick off a year-long campaign on that theme.

Last month, Fox rejected the first ad submitted by 84 Lumber because it featured a border wall -- a structure that may be too controversial at this time given the political promises of President Trump. 84 Lumber is working with Pittsburgh-based Brunner, its agency partner of more than five years.

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Feb 02, 2017
Brand :
84 Lumber
Client :
84 Lumber
Agency :
Production Company :
Director :
Cole Webley
Executive Producer :
Preston Lee
Head of Production :
Adam Litt
Director, Photography :
Justin Brown

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Project Type