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?
Our complete Super Bowl story. See a mother & daughter’s symbolic journey toward becoming legal American citizens. https://t.co/AiI3MLrVd5
— 84 Lumber Company (@84LumberNews) February 6, 2017
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
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