84 Lumber wanted praise for their tease of a Super Bowl commercial. Then they duped you with their politics.

84 Lumber, the building supplies company that falls below Home Depot & Lowes in terms of consumer use and acknowledgement wanted to make a splash Super Bowl Sunday. With a $5 million price tag attached to :30 ads, many companies from Budweiser to Audi, AirBNB & Kia made it a mission to tie both product service with politics. 84 Lumber attempted to join the fray and gain a vast amount of viewers and engaged customers.

Instead, their 90-second ad left initial Super Bowl viewers with a cliffhanger. A Mexican immigrant and her daughter are trying to make their way into America via various means of transportation. Finally, they end up on foot with the daughter collecting scraps of plastic and fabric. The commercial ends with the mother & daughter still finding their way and asked viewers to visit the lumber company’s official website. Sounds like grand marketing right?

Well, the full ad which was initially rejected by FOX so the 90-second ad is what Super Bowl viewers got. The full ad however depicts the family coming up across a massive border wall, probably the exact wall the current Celebrity In Chief wants to create. How did the pair enter America beyond the border wall? A door, mimicking the rhetoric the current President of the United States used on the campaign trail last year.

The tagline for the 90-second ad? “The will to succeed is always welcome here.” The full finish? A slap in the face to anyone with common sense, empathy and more. Even if the door was made of material from 84 Lumber, the company’s owner and its language in regards to immigration, illegal or not, has been toxic.

“84 Lumber is full of sh*t.”

“I still can’t even understand why it was censored,” Maggie Hardy Magerko, 84 Lumber’s president and owner, said in an interview this week. “In fact, I’m flabbergasted by that in today’s day and age. It’s not pornographic, it’s not immoral, it’s not racist.”

Nah, you know why it got censored.

Magerko, who voted for the President in the 2016 Presidential Election may have missed the past two weeks of protests from across the country in regards to the executive order on immigration & more. Even her quotes to The New York Times reek of sanctimony. The President’s “big beautiful door” isn’t campaign rhetoric to rouse up voters. It’s something he wants, even if he doesn’t even understand or read many of the orders he signs.

Even their social media team decided to defend the ad and the politics it represents.


84 Lumber is full of shit. Then again, that could be said for plenty of companies (hey, AirBNB) who bought into the inclusion rhetoric of the world in public but eye-roll it when nobody’s looking. Regardless of how a ton of the Super Bowl commercials panned out on various levels of political to low-brow entertainment, 84 Lumber decided to fake the country out. Good advertisers try to at least tell you about the product they’re attempting to push. 84 Lumber’s ‘The Journey Begins’ ad didn’t even do that. It was a lumber commercial about immigration that was actually about illegal immigration and a bullshit Border Wall.

America has been in the Upside Down for a good while now. But don’t piss on my leg, proclaim its rain and then try and say it isn’t bad.

About The Author

Brandon Caldwell is the founder & editor-in-chief of Day & A Dream. His work has appeared in VIBE, UPROXX, Complex, EBONY, the Village Voice, the Houston Press, Houston Style Magazine, DJBooth, The Sports Fans Journal, and more. Follow him on Twitter: @_brandoc

Leave a Reply

Your email address will not be published.