“Too controversial to air during the Super Bowl.”
That’s what 84 Lumber was told when they tried to show a border wall in their first-ever Super Bowl commercial. But rather than changing their message, the nation’s leading privately owned building materials company decided to tell the full story as it was intended, online at Journey84.com. And that full film went live today, wall and all.
The themes of hard work, dedication and sacrifice found throughout the film are the same ideals valued in 84 Lumber employees. 84 Lumber is a 60 year-old, family-owned American company that doesn’t just have jobs, but careers – with training and opportunities for advancement.
The controversial ending to the film features a door in a border wall that ultimately allows the story’s protagonists to complete their journey. This door is a symbol of the doors that 84 Lumber opens for its employees, regardless of their race, ethnicity, background, or orientation.
“Even President Trump has said there should be a ‘big beautiful door in the wall so that people can come into this country legally,’” said 84 Lumber president and owner, Maggie Hardy Magerko. “It’s not about the wall. It’s about the door in the wall. If people are willing to work hard and make this country better, that door should be open to them.”
The film, created by 84 Lumber’s agency partner and 4A’s Atlanta Member, Brunner, was created to position 84 Lumber as a company of opportunity for the next generation of the housing industry.
“This is a spot and a campaign that demands attention, serious reflection, spirited dialogue, and most importantly, tells the world who 84 Lumber is,” explains Brunner’s chief creative officer, Rob Schapiro. “With a platform like this, we had a responsibility to do more than create a commercial,but to create something meaningful that would get people talking about the housing industry in a positive way. And ignoring the conversation that’s taking place in the media and at every kitchen table in America just didn’t seem right.”