EIGHTY FOUR, Pa. — Washington County-based 84 Lumber tackled immigration in its first ever Super Bowl ad, which FOX deemed too controversial to run in its entirety.
The first portion of the ad, called "The Journey Begins," ran just before halftime and depicted a woman and her daughter's trek to the U.S. border. Viewers were then directed to 84 Lumber's website to finish the journey.
84 Lumber described the ad as “a mother & daughter’s symbolic journey toward becoming legal American citizens.”
Our complete Super Bowl story. See a mother & daughter’s symbolic journey toward becoming legal American citizens. https://t.co/AiI3MLrVd5
— 84 Lumber Company (@84LumberNews) February 6, 2017
People flooded the company's website Sunday night to see the end of the story, crashing the site for a time, USA Today reported.
Brunner, a Pittsburgh-based ad agency, produced the 84 Lumber ad and tweeted early Monday morning that an Adweek creative editor chose it as “number one.”
Honored that @nudd, Creative Editor @Adweek, chose our @84LumberNews commercial as number one. https://t.co/WQOsSpB9XS
— BRUNNER (@BRUNNERWORKS) February 6, 2017
Cox Media Group
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