In a groundbreaking Super Bowl advertisement, a poignant story of a mother and daughter navigating their way toward a better future captivated viewers and sparked widespread discussion online. The ad, created by 84 Lumber, depicted an immigrant mother and her daughter embarking on a challenging journey from Central America to the United States, ultimately facing the imposing barrier of what many perceive as Trump’s proposed wall.
Behind the Scenes
Jake Rivers, a key figure behind the ad, expressed to the media that it felt disingenuous to ignore the ongoing national conversation around immigration. “In a time when many brands shy away from contentious issues, we believe it’s important to convey messages that align with our values,” he noted, highlighting the necessity of addressing relevant societal topics. Although Fox opted to air a truncated version of the ad during the big game, they excluded the most critical parts that illustrated the full journey.
The Full-Length Commercial
The full-length commercial—over five minutes long—showed the mother and daughter as they traversed rough terrains, experiencing moments of joy and tenderness despite the challenges. As they approached a barbed-wire fence, Fox’s decision to cut the ad left viewers hanging, but they were encouraged to visit Journey84.com for the complete story. This led to a surge of traffic that ultimately crashed the website.
Emotional Climax
Upon reaching the iconic wall, the emotional climax unfolded as the mother shed tears and the daughter revealed a tattered American flag crafted from discarded materials throughout their trek. A door then opened, allowing them to step through, followed by the message, “The will to succeed is always welcome here,” along with the 84 Lumber logo. Rivers emphasized that the essence of the ad remained focused on America as a land of opportunities.
Reactions and Implications
Reactions varied, with some viewers expressing concerns about the implications of the ad, fearing it might signal support for illegal immigration. However, many others applauded the message, emphasizing the importance of standing against negativity and embracing diversity. The ad resonated with those advocating for a more inclusive America, particularly in light of current societal issues.
Related Themes
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Conclusion
In summary, the 84 Lumber Super Bowl ad not only broke the internet but also ignited crucial conversations about immigration and the pursuit of the American dream, showcasing the resilience of those who strive for a better life.