You may have seen it.
Aired during last night’s Super Bowl, an ad appeared that told the visual story of a Latin mother and daughter trekking across perilous land, to an obvious destination of the U.S./Mexico border.
The full, 5 minute forty-four second ad of course did not air and viewers were encouraged to visit the advertiser’s site to watch the rest of the story.
In the full version of the ad, posted online, the mother/daughter duo arrive at Donald Trump’s “wall” and eventually find it’s front door, which was left unlocked.
The ad that reportedly cost the company $15 million was created and placed by 84 Lumber, a building supply company based in Pennsylvania that has $2.5 billion in annual revenue.
84 Lumber’s CEO, Maggie Hardy Magerko, who inherited the company from her father and 84 Lumber’s founder, Joseph Hardy, defended the ad and its point that, “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.”
What does that have to do with lumber and building supplies?
Will 84 Lumber gain $15 million in business after spending .6% of its gross receipts on a single television ad?
Judging social media response, 84 Lumber just guaranteed a loss in customers following the ad.
— Chris11962 (@Chris11962) February 6, 2017
I'm not going to boycott 84 lumber. I'd rather symbolically use some of their products on THE WALL ?.
TEN FEET HIGHER. #SuperBowl
— Jeremy Nolt (@RealJeremyNolt) February 6, 2017
— George McAdoo (@Ntbornlstnight) February 6, 2017