In a bold move that sparked widespread conversation, a touching advertisement from 84 Lumber became the center of attention during Super Bowl Sunday. The ad tells the story of an immigrant mother striving to provide a better future for her daughter, culminating in what many viewed as a depiction of Donald Trump’s proposed wall.
Rob Anderson, the creative director behind the ad, shared with the Chicago Times, “By ignoring the ongoing dialogue about immigration and the border wall, we felt we were missing an opportunity to engage with real issues that matter to Americans.” He added, “When brands shy away from controversy, it’s often the perfect moment for them to stand firm in their convictions.”
Fox opted to air only a shortened version of the ad, which, in its full form, spans over five minutes. The emotional narrative follows a mother and daughter from Central America as they embark on a perilous journey towards the United States. Their adventure includes hitching rides, wading through rivers, and traversing harsh deserts. Moments of levity are sprinkled throughout, such as when the mother twirls her daughter, who later finds comfort sleeping in her lap. The teaser ends abruptly at a barbed-wire fence, prompting viewers to visit Journey84.com for the rest of the story.
When curious viewers flocked to the website, it quickly crashed due to overwhelming traffic. In the extended version, the duo continues their trek, receiving help from a kind stranger who offers water to the little girl. Eventually, they confront Trump’s imposing wall. In a poignant moment, the mother tears up as her daughter reveals a worn American flag she crafted from scraps along the way. Just then, a door opens, allowing them to step through to freedom. The ad concludes with the hopeful message, “The will to succeed is always welcome here,” followed by the brand name, “84 Lumber.”
While Fox deemed the original ad too provocative, Anderson maintained that the central theme remains unchanged: “America is the land of opportunity.” Audience reactions varied, with some expressing concern about the company’s stance on immigration, while many others praised the ad for its heartfelt message and representation.
The outpouring of support reflects a desire for a more inclusive America, standing against hate and division. Many viewers expressed gratitude to 84 Lumber for taking a stand during such divisive times.
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In summary, 84 Lumber’s advertisement has created a significant buzz by addressing contemporary issues surrounding immigration and opportunity in America. The emotional narrative resonated with many, highlighting the struggles and hopes of those seeking a better life.