In case you weren’t paying attention, 84 Lumber just won Super Bowl 2017.
On its website, the Pennsylvania building supply company informs viewers that the second half of its Super Bowl ad (both parts are included in the video above) was “deemed too controversial” to air on TV.
The ad, which runs over five minutes in total, is all about a wall keeping migrants from Mexico out of the United States.
Viewers were instructed to find the rest by navigating to the site. But the end of the story introduced just before Lady Gaga’s halftime show was more powerful than any concert could be.
A scene from 84 Lumber’s Super Bowl ad. (YouTube/84 Lumber)
Directly countering President Donald Trump’s proposed wall at the Mexican border, the commercial follows a young girl and her mother on a longer journey to the border, where they find a huge, imposing wall blocking their way.
The mother has tears in her eyes as the girl presents her with a raggedy, makeshift American flag she’s constructed from bits of material and scraps. They find a way, though — a large wooden door miraculously opens up in the middle of the barrier, letting the pair through — because, according to 84 Lumber, “The will to succeed is always welcome here.”
The tall door in the wall seems to be more symbolic than anything, but unlike some other ads that make general endorsements of inclusion, like Airbnb’s “We Accept” ad and Budweiser’s commercial — which talks about immigration but doesn’t claim a direct stake in current affairs — 84 Lumber makes a clear political statement.
Amy Kuperinsky may be reached at akuperinsky@njadvancemedia.com. Follow her on Twitter @AmyKup or on Facebook.
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