You probably saw the first part of this Super Bowl spot, live. It was deemed the only part not controversial enough to run, according to Brunner. The spot ended with a all to action directing viewers to see the rest at the 84 Lumber site. Without further ado, here's the rest of the story. It is more fleshed out now. The mother says goodbye to her father. The extended walking scenes add drama. The daughter continues picking up scraps of paper or fabric. They wake up the next day and continue walking and walking. Begging strangers for water. And keep on walking until-- they run into a wall. A giant wall. Trump's wall! Apparently word had not gotten back to the country about this.
The daughter pulls out her hand-made American flag and hands it to her mother. And just as you think it's impossible and they'll never be able to get through, it seems 84 Lumber went ahead and put a door on the wall.
The spot ends with "The will to succeed is always welcome here."
I could see why this spot would be polarizing. Because you'll either see it as a spot that embodies the spirit of inclusiveness and diversity, or you'll see it as a company whose message "go on and break the law." It's a bold move by 84 Lumber to take such a stand. The question is, what will those who don't live on both sides of the coast or in Sanctuary cities think of it?


84 Lumber News' Twitter is already having a spirited debate about the spot. I'm just kidding. They're yelling at each other about immigration. My guess is they'll own that conversation for a while.

Client: 84 Lumber Company Management: Maggie Hardy Magerko, owner and president Agency: Brunner, Pittsburgh Credits: Chief Creative Officer: Rob Schapiro CD: Dave Vissat ACDs: Derek Julin, Kevin Corfield Chief Client Officer: Jeff Maggs Account Dir.: Lauren Tedesco Sr. Account Mgr.: Dana Lucas Assoc. Broadcast Dir.: Kathy Baldauf Agency Production: FIXER Partners, New York Exec Agency Producers: John Noble, Brad Powell Production Co.: Sanctuary, Los Angeles Director: Cole Webley D.P.: Justin Brown CD: Matt Wilson Line Producer: Christopher Cho Exec. Producer: Preston Lee Heads of Production: Adam Litt (Sanctuary), Leopoldo Luisetti (La Casa Films) Production Designer: Christopher Lagunes Editorial: Final Cut, New York Editor: Jeff Buchanan Exec Producer: Sarah Roebuck Producer: Penny Ensley Head of Production: Jen Sienkwicz Assistant Editor: Geoff Hastings Cutting Assistant: Andre Castiglioni Visual Effects: Method Studios, New York Executive Producer: Stuart Robinson CG Supervisor: Boaz Livny VFX Supervisor: Eliza Pelham Randall Flame Artists: Stephen Morris, Jared Pollack Senior VFX Producer: Bennett Lieber Color Grading: Company 3, New York Colorist: Tom Poole Music: Future Perfect, Santa Monica, Calif. Composer: Victor Magro Producer: Max Gosling Audio Post: Heard City, New York Sound Mixer: Phil Loeb