Some people expected a political statement from Lady Gaga‘s halftime show (she did slip in some messages), it was brands commercials that made the strongest statement on Trump’s immigrant ban and wall building.
But none were as controversial as 84 Lumber‘s banned spot, titled The Journey Begins, featuring a mother and daughter attempting to make it across Mexico into America, only to find a huge, imposing wall stopping them from crossing the border. For some reason, Fox only let the company air the first two minutes of it. It ends with,
“The will to succeed is always welcome here.”
Rob Shapiro, at Brunner, the agency that worked with 84 Lumber to come up with the ad, told the 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?“
The commercial prompted viewers to see the conclusion at Journey84.com and the site crashed it was so heavily trafficked. Shapiro said,
“Our message is that America is the land of opportunity and 84 Lumber is the company of opportunity.“
(T/Y Tad; via Rolling Stone)