Tags: 84 lumber | super bowl | commercial | immigration

84 Lumber Super Bowl Ad on Immigration Crashes Website

84 Lumber's Super Bowl commercial, in its entirety, shows a wall at the Mexico-U.S. border. (84 Lumber/YouTube)

By    |   Tuesday, 07 Feb 2017 05:19 AM

84 Lumber’s website crashed following the airing of the company's first Super Bowl commercial, which featured a story of an immigrant family’s journey to America.

The original commercial is nearly six minutes long, but changes had to be made after the ad was rejected by Fox, which aired the Super Bowl game.

Originally, the ad in its entirety showed a mother and daughter’s long journey to America and featured a wall at the U.S.-Mexico border that stops the two from crossing the border. Meanwhile, workers are seen constructing something. Arriving at the wall, the mother breaks into tears as she comforts her daughter. Then she spots an opening, a wooden door the two can push open and run through.

At the end of the ad spot, a man is seen driving a truck with tools and lumber in the bed down the highway, seeming to imply it was he who built the opening in the wall.

Fox only aired a portion of the ad to the millions who watched the Super Bowl on Sunday.

“Simply put, that was a spot that they didn’t think they would be willing to run during the Super Bowl,” said Michael Brunner, chairman and CEO of Brunnerworks, the advertising company that created the ad, according to CBS News.

“It was planned to be a 90-second spot all along, clearly we had to make some changes, and the end result; we were very pleased,” Brunner added.

The 90-second ad directed viewers to the company's website, where they could watch the full commercial.

According to Brunner, 84 Lumber had three goals in mind when putting this commercial together: “One was to generate awareness, two was to position 84 Lumber as an employer of choice, and then most importantly is to get the recruits, to fill the number of positions [84 Lumber] has open over the course of the year,” he said, CBS News reported.

The 84 Lumber website was not prepared for the amount of traffic it received following the airing of the Super Bowl ad, which is what led to the crash.

The commercial sparked mixed reactions from Twitter users.



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84 Lumber's website crashed following the airing of the company's first Super Bowl commercial, which featured a story of an immigrant family's journey to America.
84 lumber, super bowl, commercial, immigration
Tuesday, 07 Feb 2017 05:19 AM
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