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 Module Edit ModuleShow Tags

More From The 412

PNC Park Has the Fourth-Best Beer Roster in the MLB

PNC Park Has the Fourth-Best Beer Roster in the MLB

Yes, beer snobs, PNC Park is a safe haven for you.
Frame by Frame: 10 Photos of The Greenfield Bridge Implosion

Frame by Frame: 10 Photos of The Greenfield Bridge Implosion

In what felt like the blink of an eye, the 96-year-old span was reduced to a giant pile of rubble and rebar.
Will This Fit in Your Backyard?

Will This Fit in Your Backyard?

Scott Township is selling off its water slide to the highest bidder. Interested?
Traffic Jam: Best and Worst Times for Pittsburgh Commuters

Traffic Jam: Best and Worst Times for Pittsburgh Commuters

According to the navigation company TomTom, there are two particular times of the week when you don't want to be on the road.
Edit ModuleShow Tags

Hot Reads

Best of the 'Burgh 2017

Best of the 'Burgh 2017

Host an event in Pittsburgh’s urban sustainable homestead. Join a club for mushroom hunters. Tour a coal mine. Listen to some banjo music. We list our new favorite experiences, food, drink, personalities, stores, items and activities in the ’Burgh.
Daytripping: The ‘Eighth Wonder of the World’

Daytripping: The ‘Eighth Wonder of the World’

Fourteen years ago this month, the mighty Kinzua Viaduct met its match.
Restaurant Review: The Café Carnegie

Restaurant Review: The Café Carnegie

The restaurant, run by Dinette’s Sonja J. Finn, boosts the dining experience at the Carnegie museums in Oakland.
Thrive: Smooth Moves While Getting Lost in the Music

Thrive: Smooth Moves While Getting Lost in the Music

FASTER Pittsburghʼs Hip Hop Cardio promises to get your workout into a groove.
Edit ModuleShow Tags
Edit ModuleShow Tags Edit Module
Edit ModuleShow Tags

On the Blogs


Marc-André Fleury Pens Loving Farewell Letter to Pittsburgh

Marc-André Fleury Pens Loving Farewell Letter to Pittsburgh

In a letter for The Players' Tribune, Fleury recounts his 14-year career as a Pittsburgh Penguin and the bittersweet weeks leading up to his departure to Las Vegas.

Comments


All the foodie news that's fit to blog
Pusadee's Garden Will Close at End of Year (But Not Forever)

Pusadee's Garden Will Close at End of Year (But Not Forever)

Look for some big changes at the Upper Lawrenceville restaurant, which is expected to shutter for at least a year.

Comments


Not just good stuff. Great stuff.
Best Places for Kids on Rainy Days in Pittsburgh

Best Places for Kids on Rainy Days in Pittsburgh

Read on for some under-the-radar ideas on how you and the kids can survive a rainy day this summer.

Comments


High-Wire Acts at Carnegie Science Center

High-Wire Acts at Carnegie Science Center

The North Shore landmark's new ropes course is a draw for adults and youths alike.

Comments


Mike Prisuta's Sports Section

A weekly look at the games people are playing and the people who are playing them.
Pittsburgh Pirates Looking for Relief from Their Bullpen

Pittsburgh Pirates Looking for Relief from Their Bullpen

The just-completed, pivotal 10-game stretch began and ended the same way for the Pittsburgh Pirates –– with no one having an answer for the faltering bullpen.

Comments


Style. Design. Goods. Hide your credit card.
Make the Cut with Jonathan Moran Woodworks

Make the Cut with Jonathan Moran Woodworks

The Strip District-based woodworker's cutting boards can be custom made with the wood of your choice.

Comments


The movies that are playing in Pittsburgh –– and, more importantly, whether or not they're worth your time.
Buckle Up ... Again, as Cars 3 Hits Theaters

Buckle Up ... Again, as Cars 3 Hits Theaters

Reviews of "Cars 3" and "47 Meters Down," plus local movie news and notes.

Comments


Everything you need to know about getting married in Pittsburgh today.
Brewing Up Romance: A Couple Comes Together over Beer

Brewing Up Romance: A Couple Comes Together over Beer

See how this couple used their love of beer and breweries to create their special moments.

Comments


Weekly inspiration for your home from the editors of Pittsburgh Magazine
Blooming: Pittsburgh Botanic Garden Hosts Town & Country Tour

Blooming: Pittsburgh Botanic Garden Hosts Town & Country Tour

From a forest of Japanese maples to a rocky urban sanctuary, the annual tour covers 14 very different gardens across the East End.

Comments


The hottest topics in higher education
Visit Thiel College for a Summer BBQ

Visit Thiel College for a Summer BBQ

On three days this summer, the college will host visit days for prospective students.

Comments