ADVERTISEMENT
About Our People Legal Stuff
AP_17036798755857.jpg

A Super Bowl ad that was deemed too controversial ended up crashing the company's website

0

UPDATE: Feb. 5 at 8:37 p.m. 

84 Lumber, the Pittsburgh-based building materials company that produced an ad that was "too controversial" to air during the Super Bowl, sent viewers to their website to see the full unedited version. 


Unfortunately, that ended up causing the company's website to crash shortly after its spot aired. 

Original story

A Super Bowl advertisement by the Pittsburgh-based building materials company 84 Lumber was deemed too political to run in its entirety. 

Why? Well, the original ad, entitled "The Journey Begins," shows a Mexican mother and daughter making their way to what appears to be the United States. On their journey, they come across a border wall, much like the one President Donald Trump has promised to build between the United States and Mexico. 

“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,” Rob Shapiro, the chief client officer at Brunner, the agency that helped create the ad told The Washington Post

Although the company believed in the message it was sending, Fox, the network broadcasting Super Bowl LI Sunday night, said it was too controversial. 

84 Lumber Super Bowl Commercial - The Journey Begins

WATCH  | Here's a look at the edited version of the ad, which features a border fence rather than a border wall. 

Amy Smiley, 84 Lumber's director of marketing told The Washington Post that the company was "disappointed" by the network's decision but ultimately decided to make changes so the ad could air during the game. 

Sunday night's version of the ad will still show a Mexican woman and her daughter making their way to the United States. The new ending, however, is more of a cliffhanger. The two are shown holding hands as "See the conclusion at Journey84.com” appears on the screen. 

When intrigued viewers go to the company's website they will find where the mother and daughter's journey took them and the original, rejected ad. 

“We all felt too strongly about the message to leave it on the editing room floor,” Smiley told The Washington Post. 

Comments
Read Comments
Comments
ADVERTISEMENT
Facebook Twitter Instagram Pinterest Linked In List Menu Enlarge Gallery Info Menu Close Angle Down Angle Up Angle Left Angle Right Grid Grid Play Align Left Search Youtube Mail Mail Angle Down Bookmark