In a bold move, a recent Super Bowl advertisement from 84 Lumber has sparked significant online discussion, showcasing the journey of a mother and daughter as they navigate the challenges of immigration. The commercial, which was deemed too provocative to air in full by Fox, portrays the pair traversing a barbed-wire fence reminiscent of Trump’s proposed wall.
The creative head behind the ad, Alex Martinez, shared with the Daily Herald that “shying away from the topic of immigration, especially in the current climate, felt disingenuous.” He added, “When brands choose to shy away from tough conversations, it’s a missed opportunity to stand up for their principles.”
While the edited version aired during the Super Bowl, the complete five-minute ad was available online, leading to an overwhelming surge of traffic that ultimately crashed the website. The ad captures the struggles and hopes of an immigrant family as they face treacherous terrains and emotional moments, culminating at the imposing wall. The mother’s tears and the little girl’s handmade American flag speak volumes, conveying a powerful message about the pursuit of opportunity.
After the climactic scene, a door opens in the wall and they walk through, leading to a pickup truck where the words “The will to succeed is always welcome here” flash across the screen, followed by “84 Lumber.” While Fox executives may have considered the original footage controversial, Martinez insists, “The core message remains unchanged: America is a land of opportunity.”
The reactions from viewers have been mixed. On 84 Lumber’s social media platforms, sentiments range from apprehension about the company’s stance on immigration to praise for their courage in highlighting such an important issue. Most responses, however, lean towards the positive, emphasizing a collective desire for a more inclusive America. “This is the kind of country we aspire to be,” one commenter noted, adding that many are pushing back against discrimination and intolerance.
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In summary, 84 Lumber’s Super Bowl ad has ignited conversations about immigration and opportunity, resonating with many while challenging societal norms. It stands as a testament to the power of storytelling in advertising and the importance of taking a stand in today’s climate.