Tags: Super Bowl | ad | edit | border wall | Mexico

Company: Forced to Change Super Bowl Ad With Border Wall

Image: Company: Forced to Change Super Bowl Ad With Border Wall

 A scene from the 84 Lumber Super Bowl ad.

By    |   Sunday, 05 Feb 2017 11:22 PM

A company was forced to change its advertisement for the Super Bowl, because Fox broadcasting determined that its commercial was too political, The New York Times reported.

84 Lumber, a private supplier of building materials in Pennsylvania, said its original ad showed a Spanish-speaking mother and daughter reaching a wall on the U.S.-Mexico border, but the 90-second commercial which appeared during the Super Bowl only showed them on a journey, with the address of a website appearing on screen at the end to give viewers the chance to see how their story ends.

84 Lumber president and owner Maggie Hardy Magerko said she "can't even understand why it was censored … I'm flabbergasted by that in today's day and age. It's not pornographic, it's not immoral, it's not racist."

Fox declined to comment, and the NFL said it reviews commercials to check that they don’t violate the league’s advertising policies, although it did not say if it asked the company to make changes.

People reported that after the release on 84 Lumber’s website of the full ad, which is more than five minutes long, traffic to it was so heavy that the site crashed.

The original ad showed the two on a difficult journey north while Americans build a large structure. Their trek appears doomed when they reach a border wall, until sunlight leads them to a large doorway, which is what the workers were building all along. A final line appears stating, "The will to succeed will always be welcome here."

Magerko, who said she voted for Trump, explained to The New York Times that the commercial was meant to recruit employees in their 20s "who really believe in American dreams" due to the labor shortage her company is facing. "I am all about those people who are willing to fight and go that extra yard to make a difference and then if they have to, you know, climb higher, go under, do whatever it takes to become a citizen."

Rob Shapiro, the chief client officer at Brunner, the agency that helped 84 Lumber make the ad, told The Washington Post that "Ignoring the border wall and the conversation around immigration that's taking place in the media and at every kitchen table in America just didn’t seem right. If everyone else is trying to avoid controversy, isn't that the time when brands should take a stand for what they believe in?"

A company representative said the commercial cost more than $5 million to air, which was the average rate this year for an ad.

© 2017 Newsmax. All rights reserved.

 
1Like our page
2Share
US
A company was forced to change its advertisement for the Super Bowl, because Fox broadcasting determined that its commercial was too political, The New York Times reported. 84 Lumber, a private supplier of building materials in Pennsylvania, said its original ad showed a...
Super Bowl, ad, edit, border wall, Mexico
425
2017-22-05
Sunday, 05 Feb 2017 11:22 PM
Newsmax Inc.
 

Newsmax, Moneynews, Newsmax Health, and Independent. American. are registered trademarks of Newsmax Media, Inc. Newsmax TV, and Newsmax World are trademarks of Newsmax Media, Inc.

NEWSMAX.COM
America's News Page
© Newsmax Media, Inc.
All Rights Reserved