84 Lumber Ad Makes a Splash at Super Bowl

The commercial caused the Washington County-based company’s website to crash after its airing during the big game.



There were plenty of talked-about moments from Super Bowl LI: the Patriots’ unprecedented second-half comeback, Lady Gaga’s epic mic drop during the glittery halftime show and, of course, the weighty ad from 84 Lumber.

Titled “The Journey Begins,” the spot caused the Washington County-based company’s website to crash after its airing. Featuring a mother and daughter overcoming odds to make their way across Mexico into America, only to be confronted by a giant wall, the commercial was deemed too controversial by Fox, which only aired a few moments of the nearly six-minute ad.

Viewers instead were invited to "See the conclusion at Journey84.com," causing a surge in traffic to the lumber company’s site.

The ad’s “completed journey” continues with mother and daughter spotting a wooden door in the wall and entering it. 84 Lumber President Maggie Hardy Magerko, daughter of founder Joe Hardy, told AdWeek the image of the door represents legal immigration and comes directly from President Donald Trump, who has said he wants a “big, beautiful door” in the wall he wants to build along the country’s border with Mexico.

The ad ends with a man driving down the highway with lumber and tools in the back of his truck. The words “The will to succeed is always welcome here” flashes across the screen.

To no surprise, the hot-button immigration topic featured in the ad caused an uproar on social media, with reactions ranging from support to condemnation of the lumber company’s message.

Rob Shapiro, chief client officer at Brunner, the Pittsburgh-based agency that worked with 84 Lumber on the ad, told the Washington Post, “Ignoring the border wall and the conversation around immigration that’s taking place in the media and at every kitchen table in America just didn't seem right. If everyone else is trying to avoid controversy, isn't that the time when brands should take a stand for what they believe in?

See the ad for yourself here:

Edit ModuleShow Tags
Edit Module

Edit ModuleShow Tags

More From The 412

This is What Pittsburgh Looked Like at Noon, 73 Years Ago

This is What Pittsburgh Looked Like at Noon, 73 Years Ago

A little reminder of how much has changed in the Steel City.
Pittsburgh is the 18th Selfiest City in America

Pittsburgh is the 18th Selfiest City in America

TIME magazine’s study of hundreds of thousands of Instagram photos ranks our city startlingly high in self-obsession.
6 Pittsburgh Culinary Pros Honored as Rust Belt Rising Stars

6 Pittsburgh Culinary Pros Honored as Rust Belt Rising Stars

They are award winners is four separate categories.
Reilly's Garden Center at Summer Seat Farm Closing Nov. 13

Reilly's Garden Center at Summer Seat Farm Closing Nov. 13

The Ohio Township farm, particularly popular during its annual fall festival, is shutting down after more than three decades.
Edit ModuleShow Tags

Hot Reads

Top 10 Things to Do in Pittsburgh in April

Top 10 Things to Do in Pittsburgh in April

This month's best bets in the ’Burgh.
Take a Hike: 10 of the Best Trails in the Pittsburgh Area

Take a Hike: 10 of the Best Trails in the Pittsburgh Area

Lace up your sneakers or hiking boots and head outdoors for 10 great walks for spring.
412 Food Rescue: Revolutionary Repurposing

412 Food Rescue: Revolutionary Repurposing

Local nonprofit organization 412 Food Rescue is taking food that otherwise would be tossed aside and connecting it with those in need through-of-the-moment technology.
Spring Fashion: The Height of White

Spring Fashion: The Height of White

Fashion is white haute this spring with the best looks from local stores.
Edit ModuleShow Tags
Edit ModuleShow Tags Edit Module
Edit ModuleShow Tags

On the Blogs


‘The Good Wife’s’ Zach Grenier Appears on the Pittsburgh Stage

‘The Good Wife’s’ Zach Grenier Appears on the Pittsburgh Stage

Grenier on playing the dream role of Willy Loman, coming to Pittsburgh and performing at the renowned Pittsburgh Public Theater.

Comments


All the foodie news that's fit to blog
Scratch Food & Beverage Has a New Executive Chef

Scratch Food & Beverage Has a New Executive Chef

Brandon Blumenfeld introduces an American gastropub menu at the Troy Hill bar.

Comments


Not just good stuff. Great stuff.
Five Inexpensive But Memorable Date Spots in Pittsburgh

Five Inexpensive But Memorable Date Spots in Pittsburgh

These spots are tailored for couples who are looking for a simple, chill night out on Valentine’s Day (or any other day). If your significant other isn’t the type to be wooed by expensive wines and chocolates, this is the list for you.

Comments


Dive Bar & Grille Expands to South Side, Remains Charming

Dive Bar & Grille Expands to South Side, Remains Charming

The latest outpost of the small, Wexford-born chain isn't flashy, but offers good beer and grub.

Comments


Mike Prisuta's Sports Section

A weekly look at the games people are playing and the people who are playing them.
A Life Well Lived: Dan Rooney's Humility and Humanity

A Life Well Lived: Dan Rooney's Humility and Humanity

Delivering the Homily at Rooney's funeral, Cardinal Donald Wuerl acknowledged a longstanding Rooney philosophical belief: “You can get anything done if you don’t care who gets the credit.”

Comments


Style. Design. Goods. Hide your credit card.
Pittsburgh on a Plate

Pittsburgh on a Plate

The way to a beer lover’s heart is mapped out on notNeutral’s plate, which highlights Pittsburgh breweries (and other points of interest) across the city.

Comments


The movies that are playing in Pittsburgh –– and, more importantly, whether or not they're worth your time.
A Refreshing Action Flick and a Redundant Thriller

A Refreshing Action Flick and a Redundant Thriller

Reviews of "Free Fire," "Unforgettable" and "The Promise," plus local movie news and notes.

Comments


Everything you need to know about getting married in Pittsburgh today.
Planning Proposals: The Element of Surprise

Planning Proposals: The Element of Surprise

This couple’s proposal story really takes the cake.

Comments


Weekly inspiration for your home from the editors of Pittsburgh Magazine
Rare Plants, Accessories, Up for Grabs at 2017 Garden Marketplace

Rare Plants, Accessories, Up for Grabs at 2017 Garden Marketplace

Hosted by the Penn State Master Gardeners, the free event, which includes the local daffodil society’s annual show, features exclusive and hard-to-find flowers, shrubs, fruit and vegetable plants and other garden accessories from a variety of vendors.

Comments


The hottest topics in higher education
A-Rod to Talk Baseball and Steroids at Slippery Rock

A-Rod to Talk Baseball and Steroids at Slippery Rock

Considered one of the greatest baseball players of all time, Alex Rodriguez also is one of the league's more controversial stars.

Comments