An exciting football game broke out in between various political protests on Sunday night.
Indeed, while many may remember Super Bowl LI as the first overtime contest in the history of this NFL championship game, others may consider the event special due to the unique nature of the ads.
Some were silly. Some were funny. Some featured celebrities.
However others clearly tried to send a message to the world.
There was the controversial Budweiser ad that told the story of that beer"s immigrant founder.
There was the Airbnb commercial that took a clear stance on Donald Trump"s immigration policy.
But the following spot for 84 Lumber represented the most obvious, clear cut case of a company using its time to focus on something far beyond its product.
A building materials supply company, 84 Lumber spent considerable money to show viewers a mother and daughter embarking on a journey across Mexico in a bid to reach the United States.
The ad"s initial version – in which the loved ones are blocked by a forbidding border wall – was deemed "too controversial" to air by Fox executives.
Therefore, the company settled on a 90-second ad that depicted portions of the journey, with an invitation to watch its conclusion online.
And that conclusion is what we present below.
At the end of it, the mother and daughter find a wooden gate in the wall, which opens to the tagline: "The will to succeed is always welcome here."
Did the company"s gamble to get this political off?
According to People Magazine, traffic to the 84 Lumber website last night was so intense and ongoing that it caused the site to crash.
"We will always support the American Dream," wrote 84 Lumber on Twitter shortly after the ad aired.
“This is a conversation that’s taking place in homes across America and so 84 Lumber was willing to be part of that conversation, to be relevant and timely,” Rob Schapiro, chief creative officer of 84 Lumber’s ad agency Brunner, told Business Insider.
“In Part Two [of the ad] you will see what a beacon of light America is, not just within America but beyond to other countries.
"We are that beacon of light for people for finding success from hard work and making a contribution.
WATCH THE FULL, UNCUT VERSION BELOW:
