Edit ModuleEdit ModuleShow Tags
Edit ModuleShow Tags

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 TagsEdit ModuleShow Tags
Edit ModuleShow Tags Edit ModuleShow Tags

House of the Week: Spacious Colonial in Mars

This two-story, four-bedroom Colonial, located on a cul-de-sac street, shows like a model home.
Edit Module
Edit ModuleShow Tags

The Latest

Electric Scooter Rideshare Launching in Pittsburgh

Scoobi will offer an eco-friendly alternative to cars and a speedier alternative to bikes beginning in June

Is Kennywood's Phantom’s Revenge Best Coaster in USA?

The fastest amusement park ride in Pennsylvania is currently in the running for best roller coaster — and it’s gained plenty of speed.

Director and “Mr. McFeely” Discuss “Won't You Be My Neighbor?”

The director of the forthcoming Mr. Rogers documentary sits down with the longtime Mr. McFeely and Pittsburgh Magazine.

Pittsburgh Teen Chess Phenom to Host Her First-Ever Tourney

Chess enthusiast Ashley Lynn Priore hopes to enrich the Steel City’s involvement in one of the most classic and challenging of board games.

Hungry for Something Good, Pittsburgh? Where We're Eating in June

We're obsessed with Greekfreez vegan frozen treats, taking a first look at the new menu at Independent Brewing Company and traveling to The Tavern on the Square. Plus, we talk to Poulet Bleu pastry chef James D. Wroblewski II.

Working in a Steel Mill Turns Fantastical in 'The Glass Lung'

Pittsburgher Anjali Sachdeva’s first book blends the normal with fantasy in nine short stories.

Top 10 Things to Do in Pittsburgh in June

This month's best bets in the ’Burgh.

Pittsburgh Flicks and Nightlife in June

PM Nightlife Editor Sean Collier explores the popularity of Coughlin's Law on Mt. Washington and the future of Jump Cut Theater.

Pittsburgh's Can't Miss Concerts in June

The Pittsburgh music calendar is packed this month. Check out some of our suggestions for the best ways to spend those steamy summer nights.

June: Best of Culture in Pittsburgh

Check out some of the finest stage plays, dance performances and exhibits taking place this month in Pittsburgh.

Undercover: What We're Reading in June

Reviews of Smoketown: The Untold Story of the Other Great Black Renaissance by Mark Whitaker and Abandoned Pittsburgh: Steel and Shadows by Chuck Beard

Perspectives: How Cold Is Too Cold for Spiders to Live?

A former Marine and Pittsburgh firefighter comes face-to-face with his biggest fear.

Urban League of Greater Pittsburgh Faces Centennial Challenges

This year marks a milestone anniversary — and questions regarding the emerging digital economy — for the Urban League of Greater Pittsburgh.

Highmark Stadium Struggles To Accommodate Music Fans

The Station Square venue could be a good place to see a concert. It's not there yet.

CMU Launches America’s First Degree in Artificial Intelligence

Starting this fall, undergraduates at Carnegie Mellon will have the option to earn a degree in one of the world’s fastest growing fields.