84 Lumber's Super Bowl Ad

Even with 90 seconds of time in Super Bowl LI, 84 Lumber has more to say.

Who is 84 Lumber?

84 Lumber is an American building materials supply company. 84 Lumber Company is the largest privately held building materials supplier to professional contractors and build-it-yourselfers in the United States. 84 Lumber established its roots in Eighty Four, PA in 1956 when founder Joe Hardy, in conjunction with his two brothers, Norman and Bob Hardy, and family friends Ed Ryan and Jack Kunkle, pooled together $84,000 in funds to purchase land and buildings for a new “cash and carry” lumberyard: customers paid by cash or check; if merchandise was unable to be “carried” out, an additional charge was implemented to have the item personally delivered.  Joe wholeheartedly believed "Nothing is impossible."

Fox Sports Rejected The Super Bowl Script " Deemed too Controversial."

First-time Super Bowl advertiser hit a wall when they their script showed "The Wall."  The $2.86 billion building supplies company planned to air an ad that features a wall blocking people looking for work in the United States, but the script has been rejected by the network for being "too political."

Fox rejected our original commercial because they determined that some of the imagery, including ‘the wall’ would be too controversial,” Brunner said in a statement. “So we went back and revised the spot to make it acceptable to them.

The 90-second spot from Pittsburgh-based agency Brunner focuses on recruitment and includes images of immigrants unable to cross the border due to "the wall," a flashpoint of debate during the 2016 presidential election.  The full ad was put online.  Clocking in at 5 minutes and 41 seconds.

The Ad Crashed the Company's Site!

“84 Lumber challenged us to create a thought-provoking 90 second spot that would tell the world who 84 Lumber is and what they stand for—a company looking for people with grit, determination and heart, no matter who they are, where they come from, or what they look like. And while that full story will no longer be told on TV at the Super Bowl, we all believe too strongly in that message to leave it on the editing room floor. So we are going to launch it during the Super Bowl and make the full story available online.”

While some say they will now boycott 84 Lumber, millions surged to the companies website to see the rest of what this ad had to say.  A power message that can't just be ignored. A powerful messaged that crashed the site. 

The company intended to make a "patriotic" statement that portrayed the U.S. as a "great land of opportunity." That's according to an interview Rob Schapiro, chief creative officer at ad agency Brunner, who was interviewed by Business Insider.Marketing analysts the newspaper spoke with said that airing an apparently political ad during the Super Bowl was risky. And during consumer tests before the event the ad reportedly performed poorly—largely because it didn't reach a conclusion.   Ask any writer, you should always leave your audience wanting more.