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In the finest Orwellian language, they claim people who sneak across the border are on a "migrant journey toward becoming legal American citizens." Why would a lumber company get political in a Super Bowl ad? Furthermore, why would it stake out a position - celebrating illegal immigration - that cheerleads for lawbreaking? Since the ad is obviously a PR move and not designed in any way to sell lumber, it has to have one of two motives behind it: Either the company thinks the public is generally in favor of people sneaking across the border and entering the country illegally,...

Here is the better version, now compare to the actual commercial we all saw during the Super Bowl which is beloww this one. Much better huh! Videos (original and remix on site)

Building supplies company 84 Lumber tackled a heap of controversy over the weekend with its carefully-crafted — yet inconclusive — 90-second Super Bowl ad featuring a Mexican mother and daughter embarking on a difficult journey north that left the viewer wondering where they ended up. At the end of the ponderous tale, script appears on the screen: “The will to succeed is always welcome here.” That wasn’t the full story. The Super Bowl ad asked viewers to visit the 84 Lumber website if they wanted the rest of the story. The website version included a five-minute “director’s cut” version that...

Uplifting and patriotic ads are a staple of the Super Bowl, so last night the astonishing cynicism of that 84 Lumber ad really stood out. “Come on, illegal immigrants: Risk your lives, drag yourself across the harshest terrain and endure the most agonizing hardships. We need the cheap labor!” In the 90-second spot for the construction-materials company, a Latino mother and daughter who are apparently sneaking across the southern border of the U.S. rise in the dark, walk along a barbed-wire fence, clamber aboard the boxcar of a moving train and wade across a river. In the full-length, six-minute version,...

Super Bowl LI on Sunday night was as close to a politics-free experience as a football fan could have hoped for, with even halftime performer Lady Gaga eschewing political talk in favor of high-energy showmanship — but several big-name brands couldn’t help but include overt political messaging in their Big Game advertising.

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.

Part 2 of the 84 Lumber Super Bowl Commercial. Contains content deemed too controversial for the original ad and banned from broadcast. See what lies ahead as a mother and daughter’s symbolic migrant journey continues to its moving conclusion.

Construction company 84 Lumber seems to be deliberately looking to provoke controversy with its Super Bowl ad, which depicts a Mexican mother and daughter embarking on an arduous journey, apparently to leave their country of origin.

Keep an eye on your TV just before halftime of Sunday’s Super Bowl matchup between the Falcons and Patriots. That’s when 84 Lumber will air the following ad: This isn’t the original version of the ad. For that, you’ll have to see 84 Lumber’s website during halftime of the big game. When 84 Lumber and their agency partner, Brunner, submitted the ad to Fox for airing during the Super Bowl it was deemed too controversial. 84 Lumber’s president and owner Maggie Hardy Magerko talked to the New York Times about the situation. “I still can’t even understand why it was...

Super Bowl LI is still 18 days away, but Madison Avenue’s TV ad controversy game is already underway. Fox, which will broadcast this year’s NFL Championship game, has asked for changes to a 90-second commercial from a building supply firm that features a border wall. The spot, from 84 Lumber, a first time Super Bowl advertiser, was deemed by Fox to be too controversial, a spokesman for ad agency Brunner told The Post.

<p>"It was amazing to wake up and hop on your jet and be in your house in Florida in two hours," said Kristin Georgi, who became 84 Lumber magnate Joe Hardy's third wife after a quickie Las Vegas wedding.</p> <p>Less than five months later, the 84-year-old Hardy called the couple's home life "intolerable" and divorced his then-22-year-old bride.</p>