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 Module Edit ModuleShow TagsEdit ModuleShow Tags
Edit ModuleShow Tags Edit ModuleShow Tags Edit Module
Edit ModuleShow Tags

The Latest

Steelers' GM Kevin Colbert Clears the Air on Big Ben

As a franchise QB with Hall-of-Fame credentials and as the only player in the locker room that’s actually won a Super Bowl in a Steelers’ uniform, Roethlisberger is perfectly positioned, Colbert insists, to run the show.

Impossible Burger 2.0 Comes to Pittsburgh

The plant-based meat alternative from Impossible Foods is a significant improvement on its initial offering.

Our Full 2019 Oscar Predictions

Somewhere beneath all the headlines and controversies, there are actual awards to hand out.

The 400-Word Review: Fighting With my Family

The rags-to-riches tale is an easy winner, when it's not a straight-up ad for WWE.

Pittsburgh's New Airport Design: What It Means for Travelers

A key goal of the new terminal at Pittsburgh International is to get passengers to their planes faster.

Defy Winter: 7 Great Ways to Get Moving in March

With spring (hopefully) right around the corner, Pittsburgh Parks Conservancy gears up for a month of nature-centered activities.

Now Open Downtown: Magic Done Right

Liberty Magic, the new venue in the Cultural District, is all about perfect presentation.

The 400-Word Review: Paddleton

The Ray Romano/Mark Duplass dramedy is heartbreaking, but absolutely worth watching.

Perspectives: ‘He Wants to Talk to Ms. Betty’

An encounter at a healing garden in Larimer leads the writer to reflect on his own connection to others.

Astroid Brings Dialed-In Coffee to the South Side

Manager Emerson Graham's detailed approach to crafting a beverage makes for a tasty experience.

Watch: The First Episode of Mister Rogers' Neighborhood

The landmark childrens television series was first broadcast 51 years ago this week.

Sweet Designs: Our Cookie Table Contest Winner and Runners-Up

These Pittsburgh couples certainly know how to bring the cookie table tradition to life.

Skip the Gift at this Wedding at the Carnegie Museum of Art

In a romantic twist on its Third Thursday events, the Carnegie Museum of Art is throwing a wedding this week, and everyone in Pittsburgh is invited.

See What Piece of Pittsburgh is Going to the Moon

Of all of the items proposed, this one earned the most votes.

The 5 Best Seats at PPG Paints Arena

From ultra-premium experiences to bargains with great views, here are five perfect places to watch the Pens.