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

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

Comments (3)

  • Dabitch's picture

    Six minutes is plenty of time to make a nice short story movie, and clearly the director succeeded in making a nice film here. It's a great piece of storytelling. A nice commercial is a completely different story.

    The website (which crashed duriing the bowl) has a section called "start your own journey" headline link which leads to a career section. They're using the ad as a recriuitment tool.

    Feb 06, 2017
  • fairuse's picture

    The story is a hankie moment. Took me a minute to realize it is as manipulative as those ads showing mistreated cats and dogs. I won't debate the "Trump Wall" or the role of undocumented workers in construction/landscaping businesses. The wall thing is politics. Day labor system that abuses Illegal workers -- I have no facts so I have no say.

    My opinion: 84 Lumber is making a recognition play. Home Depot and Lowe's have most of the market while 84 Lumber is closing some stores. Most Do-It-Yourself customers are not bulk material buyers such as home builders which where 84 Lumber's customer. "Joe's Custom Shacks" isn't enough to keep 84 Lumber going, it needs DIY traffic. Lowe's can sell me an entire kitchen makeover to wife's spec (me as labor except for electric work 'cause of building code law), 84 Lumber cannot.

    Can't say the pitch is a fail. Can't say the pitch will do 84 Lumber any good. Most folks will forget this by spring cleaning.

    Feb 06, 2017
  • Dabitch's picture

    “We’ve got over 400 positions that we’re looking to fill at all levels, at all capacities,” Brunner told KDKA, the CBS affiliate in Pittsburgh.

    So the ad is meant to get their name out, as they are looking to expand and hire more people. The reaction to this ad is extremely polarized, while the official 84 Lumber twitter account says "We don't condone illegal immigration. The journey highlights the type of person we're looking for at 84 Lumber." Meanwhile Boycott84Lumber hashtag trended.

    Feb 06, 2017

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