In a striking Super Bowl advertisement, 84 Lumber unveiled a poignant narrative that quickly ignited discussions across social media. The commercial portrays an immigrant mother and her daughter on a treacherous journey to America, crossing landscapes that symbolize the challenges faced by many. The ad was so compelling that it quickly became the most talked-about topic on Super Bowl Sunday.
Fox Network, however, opted not to air the full version of the ad, which depicted the duo reaching what many interpreted as Trump’s proposed wall. Rob Martinez, a spokesperson for the agency behind the ad, expressed to the Chicago Times that avoiding the topic of immigration wouldn’t resonate with the current national conversation. He remarked, “When others shy away from controversy, that’s when brands should firmly stand for their beliefs.”
The commercial’s edited version aired during the game, but viewers were encouraged to visit Journey84.com to see the complete story. This led to an overwhelming surge of traffic that ultimately crashed the website. In the full-length version, the mother and daughter navigate through deserts and rivers, experiencing moments of joy and love along the way. As they approach a barbed-wire fence, the ad abruptly ends, prompting viewers to seek out the rest of their journey.
Upon visiting the site, audiences were met with a continuation of the story, where the mother and daughter finally arrive at Trump’s wall. The emotional climax features the mother in tears as her daughter unveils a makeshift American flag, crafted from remnants they collected during their travels. Just then, a door swings open, symbolizing hope and opportunity, leading them into a pickup truck. The ad concludes with a powerful message: “The will to succeed is always welcome here. 84 Lumber.”
While Fox executives deemed the original ad too controversial, Martinez insisted that the core message remained unchanged: America is a place of opportunity. Reactions from viewers have been mixed, with some expressing concerns about the implications of the ad, suggesting it might support illegal immigration. However, many others praised the ad for its representation of hope and resilience, emphasizing that it reflects the America they aspire to be part of.
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In summary, 84 Lumber’s Super Bowl ad has not only sparked discussions about immigration but has also highlighted the emotional journeys of countless families seeking a better life. The ad serves as a reminder of the ongoing conversations surrounding immigration in America and the importance of standing up for one’s beliefs in the face of adversity.