84 Lumber "The Journey begins" (2017) 1:30 (USA)

By now you've heard the news that 84 Lumber's Super Bowl spot was nixed by the networks for being too controversial as it depicted a wall.
This ad above is part one It will air during the Super Bowl. The controversial part, whatever it is, won't air until after the Super Bowl spot airs and then only at Journey84.com. In the first part, a Mexican mother and daughter rise in the morning and start off on a journey. The mom packs her belongings, mementoes, photographs, they hitch a ride and start walking. Along the way the little girl keeps picking up torn pieces of fabric, from various places along their journey. As they bed down for the night in front of a fire, we see the little girl sewing her patchwork together. Judging by the colors,she chooses, Red, White and Blue, I think I already know where this is going. The first part concludes with the mother and daughter picking up their journey again during sunrise. The remaining part of the spot, which is three minutes long, will presumably fill in the rest of that story.
I would be very surprised if 84 Lumber or Brunner conscientiously set out to make a controversial ad a they would have zero to gain from it. And this is only a hunch but I suspect America is so politically charged right now that people are really on edge. But considering how amazingly dull the majority of this year's Super Bowl ads have been, 84 Lumber has already done something other clients haven't. And that's get people talking. Even if they don't know what they are talking about yet.

Client: 84 Lumber Company
Maggie Hardy Magerko, owner and president
Brunner, Pittsburgh brunnerworks.com
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

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