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The Superbowl Ad You Will Not Be Seeing Today [Updated]

screen-shot-2017-02-05-at-11-02-32-am84 Lumber is a building materials supply company that is the latest to trigger a Superbowl advertisement  controversy over an ad.  We have previously discussed how groups like PETA often seems to engineer conflicts (and rejections) to get more attention than would have been generated by a commercial itself.  Whatever the motivation, 84 Lumber has garnered massive attention after its commercial “The Journey Begins” was rejected by Fox as too political and divisive.  With some 47 percent of the public supporting the Trump executive order, it is a risky move that the attention could create as much anger as support among potential customers.  Regrettably, I will be on a flight to Guam (which takes off at the time of the kickoff).  I will try to get the game on the flight but I enjoy having a Superbowl party with the kids. We enjoy the commercials often as much as the game.  The company said that it was censored but allowed to run an altered commercial.  Maggie Hardy Magerko, 84 Lumber’s president and owner, is quoted as saying “I still can’t even understand why it was censored. In fact, I’m flabbergasted by that in today’s day and age. It’s not pornographic, it’s not immoral, it’s not racist.”

Here is the full commercial:

 

The commercial is extremely well done and touching.  The calculation by the company is interesting in itself. It clearly must have known that the ad would be a lightning rod.  Michael Brunner of the production company is quoted as saying “We’re lucky to have a client who is not only unafraid of investing in a 90-second Super Bowl spot, but also willing to push the creative envelope. Sometimes you need to take a stance if you want to make an impact with your target audience. But in the process, you may also create detractors.”

And that could be a lot of detractors.  While 51 percent of people say they oppose the executive order, some 47 percent support it. That is roughly even.

More than half of Americans disapprove of President Trump’s executive order temporarily banning visitors from seven Muslim-majority countries, according to a new poll, though Americans are sharply divided along party lines on the issue.

Rasmussen Reports found in its own survey earlier this week that a majority approved of Trump’s order. Either way, it is roughly even — making the calculus an interesting one for a company that supplies building materials as opposed to an advocacy group like PETA that may not expect much support from conservative viewers.

What do you think?

125 thoughts on “The Superbowl Ad You Will Not Be Seeing Today [Updated]”

  4. The Orcs are really grunting mad over Trump’s pal Brady winning it all. I say Go Pats! And let’s excommunicate the halftime show. Gaga is gag gag awful.

  5. Very funny – snowflakes all saying it was the BEST show ever and how wonderful GaGa was. Seriously?! Even Madonna back in 2012 –and past her prime –put on a great show! 0 passion and the choreographers must have been on drugs.

    Anyhoo, Go Pats! I’m always delighted when Atlanta loses anything!

    1. It’s burning and not in a good way as in “bernin'” might as well have fun before the apocalypse.

  13. Well, just saw the end of the 84 Lumber commercial.

    I thought opponents said that a wall wouldn’t keep anyone out? Looks like that wall would be pretty tough to get through. However, 84 Lumber went and made the entire wall a waste of money when it built a pretty, unlocked door.

    Seriously, what is everyone’s problem with making everyone immigrate here legally instead of illegally? Like it’s somehow rude, unfair, or undoable to go through the process? Why not focus our efforts on streamlining the process instead of enabling illegal immigration where we effectively have absolutely no control whatsoever over who or how many cross?

    Why didn’t they throw in a few drug cartels to make it realistic? You know, make the poor kid be a mule, chased by a pedophile trafficker ring. And you cannot cross a desert with no water, and there is no wood to build a fire. Just scrub…which could turn into a brushfire. It was well made, and engendered a lot of emotional connection with the protagonists, while glorifying illegal immigration.

    1. I was especially touched by the little girl picking up litter as they traveled. I mean, really, what’s not to like about illegal immigration??
      FFS

  15. I just saw this spot….made no sense…very unrealistic view of illegal migrant crossing (they left out of drugs, rapes, child abuse, etc) all of which is very real for most immigrants crossing illegally (not a myth) is 84 trying to attract a new customer??? …people are so tired of the “poor migrants that can only have happiness in America” bologna

  16. I didn’t watch the Superbowl at all, and Penelope just came out and told me she turned it off. Something about a stupid Audi “suck up to the women-are-victims narrative” ad, and then some Budweiser ad conflating legal and illegal immigration ad. I told her so.

    Squeeky Fromm
    Girl Reporter

    1. Just watched the half-time spectacle – the only thing I enjoy about foot ball as I am soccer fan. =) This was quite possibly one of the lamest shows I’ve ever seen. Major yawn – even Gaga seemed bored!

      1. Every halftime “spectacle” is lame. They just get more over the top. Pretty soon they’ll have to start doing human sacrifice. I have suggestions on the sacrificial lambs.

        1. Nick, respectfully I disagree – Prince and the Rolling Stones were great — as was Beyonce, Chris Martin and Bruno Mars last year. They all had great energy and choreography. Gaga’s performance seemed jerky and truncated IMO =)

          Human sacrifice might draw in a bigger audience. Breads and circuses.

  17. I guess the second issue is should Fox not air the commercial or are the justified in not airing it? It might reflect on them badly in some peoples minds. On balance, it wouldn’t matter to me personally whether they do or don’t air it since I think the general message is irrelevant to the issue at hand.

  18. “As per tradition, beer giant Anheuser-Busch has purchased several ad slots in Super Bowl LI. This year, they are promoting Budweiser, Busch and Bud Light. This is their 29th year in the Big Game and they again hold exclusive rights for alcohol advertising in the Big Game. (Although Yellow Tail wine has tried to eek their way in…)

    “Anheuser-Busch is dedicating a full 60-seconds of their Super Bowl ad time spinning an epic tale about Budweiser beer, its origins and the company’s founder, Adolphus Busch. Perhaps fitting for the year of a new President, the Budweiser spot is all about America and the American Dream.

    “Budweiser says the ad is designed to send a message about “not backing down from beliefs and dreams.” Given the recent turn of events in Washington, however, the ad can easily be interpreted as a political statement. It recounts the immigration story of Adolphus Busch, highlighting how he overcame discrimination and achieved success when he emigrated from Hamburg, Germany to New Orleans in the mid 19th Century.

    “On January 31, Budweiser released its full 60-second Super Bowl 207 commercial. Watch the story of Adolphus Busch’s ambitious journey to America in pursuit of his dream – to brew the King of Beers.

    Catch the full ad here: http://www.superbowlcommercials.co/budweiser/

    2. Ugh. A piss poor (pour?) substitute for real beer. Seriously, who drinks that dreadful swill??

      1. Who cares about the beer! It’s the Clydesdale commercials I love. My favorites is when the herd protects the puppy from the wolves. (Why do wolves always get a bad rap?)

        1. Karen S – I love wolves. Ever read Jodi Picoult’s book “Lone Wolf”? It got me into learning about them.

  19. The commercial is touching. Is it not something that we already know? Most people that I know are saddened by people that are desperate and the world is full of them. Even without the ban, many people would like to come into the country and are trying to do so illegally. The question I have is, is there any line and if so, where is it? Should all our decisions and laws be based on emotion and compassion? My little son calls these kinds of commercials “picture possession”. A think a debate about immigration should involve facts about the positive and negative effects on the country and not how people feel.

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