Posted on 02/06/2017 6:39:07 AM PST by artichokegrower
84 Lumber just aired its immigration-themed Super Bowl ad, plus the conclusion of the ad's story on its website, which the construction-supply company billed as "too controversial for TV."
The 90-second ad that aired on TV during the Super Bowl depicted a Mexican a Mexican mother and daughter embarking on an arduous journey to leave their country of origin and find a better life in the US.
(Excerpt) Read more at businessinsider.com ...
From Fortune Magazine
3. They bet on a risky ad strategy and won
84 Lumber’s Super Bowl ad was intended to make a “patriotic” statement that portrayed the U.S. as a “great land of opportunity.” That’s according to an interview Rob Schapiro, chief creative officer at ad agency Brunner, who was interviewed by Business Insider.
Marketing analysts the newspaper spoke with said that airing an apparently political ad during the Super Bowl was risky. And during consumer tests before the event the ad reportedly performed poorly—largely because it didn’t reach a conclusion.
By Monday morning, however, it seemed the ad had hit its target: traffic to 84 Lumber’s website was so intense that the site crashed in the wake of the its broadcast, People reported.
http://fortune.com/2017/02/06/84-lumber-super-bowl-ad/
yup- my father in law, an legal Italian immigrant who came here with $20 and is worth millions because of his landscaping company, talked about local landscapers who closed shop because of this...
100% spot on post!
The 84 lumber in my area shut down some years ago, so I can’t boycott or I would.
Lowes are Huge Liberals, too. Home Depot is the most Conservative out of all of them.
I wonder if 84 Lumber locks its doors at night. If so, why? What if some poor innocent immigrant looking to make a better life for herself needs some lumber to build some shelter?
What I don’t understand is that if 84 Lumber is planning on expansion with an upcoming hiring campaign why didn’t they show veterans returning from Afghanistan or Iraq and imply that they were going be actively hiring vets. Good grief I could come up with a better ad than what they paid these morons to create.
GMTA.
Stupidity cannot be explained. Find another lumber store.
Yeah, whatever. Goodbye.
This was a terrible ad, it raises brand awareness, in a context that has nothing to do with their product.
I suspect that the notoriety will be short lived. Their sales numbers will tell the story.
wonderful...
I tried to watch it. I can’t get past the first 30 seconds of the full ad.
It hacks me off
We are not United States of the World. Taxpayers need to take care of ourselves first.
“Wise Father,” indeed! Great quote.
Because explaining why your product is the better choice for us to purchase is so old school and simple minded.
The Fortune writers responsible for those conclusions must be very poor observers. The Super Bowl ad was only part of the ad and viewers were instructed to go to a website for the full ad. And much pre-SB publicity had tipped everyone off that it was a controversial ad.
I went to the link probably like millions of others and the ad was justs as off-putting as my worst expectations. The message: the will to succeed is always welcome, apparently even if one must break the law to achieve their idea of success.
WHY THEY GET PAID THE BIG BUCKS
At the 84 Lumber Board Of Directors Meeting:
"We have $10 million dollars to spend on a 90 second Super Bowl commercial."
"Should we use it to explain who we are and why people should buy our products?"
"Or should we use it to air a pro-illegal alien lecture and piss off half of our potential customers?"
Why didn’t these ***holes make an ad attacking Mehico and other south of the border countries for forcing their populations into the U.S. and to send American dollars HOME to their own countries? These liberals are braindead.
No silly....they are looking to hire 9 y.o. girls who gather trash while walking with their mothers.
The ad is targeted towards Hispanic construction workers
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