Posted on 02/07/2017 2:54:41 AM PST by SkyPilot
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 concludes with the pair entering the United States through a door in a towering border wall, a direct take on one of the most combustible topics in the country today. Viewers logged on to see, and 84 Lumber’s site was overwhelmed by the traffic.
[The five most political Super Bowl commercials]
That and other commercials spurred a backlash on social media and elsewhere. Some viewers accused 84 Lumber of promoting illegal immigration. Others supported the Pennsylvania company’s values that promote striving and success.
The ads cames just a week after President Trump raised a national firestorm with his order to temporarily ban refugees and immigrants from seven mostly Muslim-dominated countries as part of his national security policy.
84 Lumber wasn’t alone in the Super Bowl ad pile on. Many other big brands, from beer giant Anheuser-Busch InBev to Audi, Airbnb and Kia autos used their Super Bowl time — at $5 million per 30 seconds — to break through. The challenge is to get viewers, whether they are chatting at a party or standing among a scrum at a bar, to pause and take notice — and maybe talk about it later.
(Excerpt) Read more at washingtonpost.com ...
I quit Junior Achievement because a lesson plan was this exact story line. Pure lying BS.
Maggie Hardy Magerko, Owner & President of the bankrupt 84 Lumber corporation closes the doors to the last 84 Lumber store.
The chain fell into bankruptcy after it inexplicably suffered a drastic loss in sales starting in early 2016.
The corporation was never able to reverse the trend and had to close down after the financial loss became unsustainable.
I missed the part in the commercial where the mother watches a coyote carefully put her little girl’s panties in the rape tree.
Not about her beliefs? Well, what are they?
Paul Harvey - So God Made A Farmer.
-PJ
We have but one of those stores in my city of around 1 million people. I literally have been driving by it every day to go to work (for years I guess) and didn’t realize where it was ‘till I just did a search. I’m surprised it has survived.
This one is closer to reality. Since leaving it up to them which laws they wanted to obey, the illegal aliens decided not to obey the law about stealing from their (illegal) employer.
I interpreted the ad differently, that the wall was a literal barrier to their illegal intent and the door a metaphor for the legal method of immigration. If their intent was otherwise, the door would have been omitted.
.02
AMEN! As I said to my wife, why don’t they show a commercial where they go to an established border crossing, show their passport/visa and enter the US? I imagine there are probably businesses nearby on either side that will sell you a bottle of water as well.
People forget that when businesses like 84 Lumber get political that the country voting may be split 50 50 but the demographic of customer is not 50 50. The dem base is urban poor, social justice warriors/broke college kids and rich elites. They are not 84 lumbers base.
84 lumber appeals to lower middle class homeowners (weekend diy) and small contractors. These are a majority republican independent leaning customers. They blew it big league.
84 Lumber’s owner is a terrible business leader and has gotten where she is because daddy trusts her for some reason.
I know from experience of working with her resort, Nemacolin Woodlands. We have a lot of business meetings there and deal with the events team quite closely. She’s sinking that place in horrendous debt, which is a shame because it’s a beautiful mountain resort.
Woman is a Hillary nutter.
“she never sees any Mexicans”
Except the ones she hires to clean the hotels.
her face screams socialist lesbian
No wonder 84 just gave up their core customer base to chase illegals.
“Their marketing department, the entire group that supported this, should be walked out of corporate. This idiot move may have destroyed them.”
84 Lumber is a privately held company. The daughter of the founder is the president. The president claims she was actively involved in the development of the ad and she approved it in final form. It can therefore be assumed it reflects the views of the owners.
Consider that many of 84 Lumber’s customers are small contractors who are economically dependent on cheap foreign immigrant labor. A rapidly growing number of small contractors in the building trades are illegal immigrants or children of illegals.
Smaller regional companies, competing with large national organizations such as Lowes and Home Depot, tend to be more customer service oriented and nimble than their big bureaucratic competition. It may be 84 Lumber’s marketing team and management perceive their customer base to be strong supporters of open borders and the free flow of poor migrants into the US seeking low wage jobs. If so the ad was appropriate for the target audience.
Just as the owners have the freedom to use company funds to advertise as they wish, customers have the freedom to support the company with their dollars or not. Over the next few weeks 84 Lumber will no doubt learn if this commercial enhances business or results in a loss of sales. If the building trades in my community are reflective of the regions of the country served by 84 Lumber, the ad was likely well received by its customers and potential customers.
Just curious
Lipstick Lesbians, or Flannel, Timberland and Subaru Lesbians?
Bet her limousine has a bumper sticker that reads:
I think, therefore I am a liberal.
Horsesh*t. “The will to succeed” is being able to find the welfare office and start sending American dollars back home to Mexico.
“This came from the heart and I didn’t do it for personal gain,”
Oh yes she did... She did it so she could keep her housekeeper and gardener for pennies on the dollar.
Lesson #1:
Now many illegal Mexican women shop at 84 Lumber?
How many pizzed off Americans shop, or used to shop there.
Company is run by founder’s liberal daughter.
Hello, Lowe’s
Except for her maid and the guys who cut the grass.
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