The Will to Succeed is Aways Welcome Here

Guest blogger: Sammy Rosario, law student, University of San Francisco

The super-bowl is probably the biggest night in United States not just for sports, but for commercials as well. It is not surprising that corporations around the world utilize this platform to promote and sell their newest products. And although some may say that this is America’s biggest capitalistic night, Sunday it was so much more than that. Lumber 84, one of the largest privately held building supply companies in America, decided to stand against Trump’s latest acts of terror against Muslims, and immigrants in the US. The commercial showed a mother and her daughter making a difficult journey to America. The journey ends with them seeing a huge border wall [like the one Trump wants to build] once they reach their destination. However, spotting an opening in the wall, a huge wooden door the mother and daughter push it open and run through. The ad then cuts to a man driving a truck, seemingly having just built the wooden door. Right after, the words, “The will to succeed is always welcome here,” appear on screen.

This was probably the most current and poignant ad that was showcased at the Super Bowl and yet the full commercial was cut by FOX. While this national debate on immigration is at its peak, FOX decided to remain silent and distant. Once again, it feels that our freedom of speech is being filtered and sometimes rejected in the mainstream media. But that is exactly it, right? The mainstream media is not prepared to see the cruel realities of crossing the border, and the truth behind people that do it, so they filter it. Somehow, we have trained the American masses to believe that immigrants are criminals, that they only come here to steal American jobs.

Nevertheless, this commercial showcased a very different idea. The commercial portrayed human beings. Human beings striving for a better life, and greater opportunities. That is the REAL story behind immigration. It’s a story of pain, suffering and heartache, but above all it’s a story of resilience and faith. This is the story that we must share with others, so that the stigma with immigrants and refugees can finally cease. The current executive orders by Trump, is just the beginning of many other discriminatory and offensive acts. Commercials like this will not only educate people about the reality of the life of immigrants but it will humanize them in the eyes of people that oppose them.

I am disappointed that the complete commercial was not shown on TV. This ad was not only relevant, but the one commercial that spoke to the current state of the country. Nevertheless, not everything is lost. After part of the commercial aired, millions of people went online to see the complete ad. Lumber 84, received so many visits to their website that their site crashed down momentarily. This proves to me that people are willing to understand the immigrant story, that there’s a flame that has been awaken within the country. A flame that gives people the willingness to stand up for what is right and perhaps have a conversation about it. Most of all, this shows that people are willing to accept the fact that, like the ad pointed out, “The will to succeed [will] always [be] welcome [in America].” That’s an American value that will always be respected, and shared among all of us.

Although later Lumber 84 said that they only welcome immigrants that come here “legally,” (statements that I don’t support) I still feel like the commercial showcases the reality behind the journey of crossing the border, and the will to succeed.

You can see the commercial here.

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