84 Lumber Joins Budweiser in Making Immigration a Super Bowl Sunday Story: “The will to succeed is always welcome here.”
ImmigrationProf previously highlighted the Budweiser pro-immigrant story told by commercial during the Super Bowl, which saw an amazing comeback by a Trump-backed team known as the Patriots.
84 Lumber’s Super Bowl ad centers on a mother and daughter traveling through Mexico. This is the full ad, which includes the portion Fox deemed too controversial to air during the Super Bowl. 84 Lumber’s Super Bowl ad centers on a mother and daughter traveling through Mexico. This is the full ad, which includes the portion that the Fox network deemed too controversial to air during the Super Bowl. (84 Lumber)
Thomas Heath in the Washington Post explains how building supplies company 84 Lumber sparked controversy with its Super Bowl ad featuring a Mexican mother and daughter embarking on a difficult journey north. It ends with the written words: “The will to succeed is always welcome here.” The Super Bowl ad asked viewers to visit the 84 Lumber website if they wanted to find out how the journey ended. The website version included a five-minute “director’s cut” version that concludes with the pair entering the United States through a door in the border wall, which looks more ominous and foreboding than beautiful. I found the ending to be powerful and moving. 84 Lumber’s site was overwhelmed by the traffic.
That and other commercials spurred a backlash on social media..
I did not know of 84 Lumber before the Super Bowl commercial. Now, I do and feel better for it.
KJ