Tuesday, 7 February 2017

84 Lumber Super Bowl Commercial - The Entire Journey

The most controversial spot from Super Bowl 51 comes from 84 Lumber. Fox didn't allow them to run the entire spot so they aired half and directed people to their website to see the rest.

It's about a Mexican mother, traveling with her daughter through the desert in order to make it to the US but eventually, they end us facing Trump's wall. Throughout the journey, the little girl collects pieces of fabric and stitches them together to make an American flag. The two immigrants don't lose hope, they don't turn back but instead, they find a big door and walk through it. The end line reads "The will to succeed is always welcome here".

84 Lumber Super Bowl Commercial - The Entire Journey

Rob Schapiro, the chief client officer at Brunner, the agency behind the spot, told Washington Post "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?"

Client: 84 Lumber Company
Agency: Brunner, Pittsburgh
Production Co.: Sanctuary, Los Angeles

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