First-time Super Bowl advertiser 84 Lumber said its original ad showed "a wall" and was rejected for being too controversial. The ad that aired during the game showed a mother and daughter traveling through Mexico, then directed viewers to go online to see the conclusion of their story.
The website provided by the company appeared to be having some problems, but the full ad was also available on YouTube.
The spot posted online runs a little under 6 minutes and shows construction workers erecting a structure. The mother and daughter are then shown coming upon a towering wall, and appearing defeated. As it turns out, the workers were building a massive wooden gate in the wall, and the mother and daughter push through it to cross into the other side.
The ad ends with the words, "The will to succeed is always welcome here."
While a few other advertisers hit on relatively safe themes of inclusiveness, the spot by 84 Lumber appeared to take a more direct stand against President Donald Trump’s promise to build a wall along the U.S.-Mexico border.
Associated Press
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