This isn't the original version of the ad. That wouldn't be the first time a Super Bowl stunt like this was pulled off (think GoDaddy's "too hot for TV" ads), and there's a reason why they keep happening: it gets attention, after all.
"For 60 years, this has been a company defined by its people, entrepreneurs who see opportunity where others don't", said Maggie Hardy Magerko, 84 Lumber owner and president. "In fact, I'm flabbergasted by that in today's day and age. I am all for that 110 percent", she told the Times.
In the portion of the ad released Thursday, titled "The Journey Begins", a Mexican mother and daughter embark on a journey by foot, truck and train. Fox's advertising guidelines say it will not air ads "for viewpoint or advocacy of controversial issues", in this case referring to President Trump's executive order calling for a wall along the US border with Mexico. But Mashable reports that their initial ad was rejected because it featured a border wall, something that President Trump has been advocating since his campaign. The final image shows them holding hands, as text appears, "See the conclusion at Journey84.com".
84 Lumber, a Pennsylvania-based building materials supplier, originally meant to air a Super Bowl commercial featuring a Spanish-speaking woman and girl who are fleeing their home country.
84 Lumber's Super Bowl spot is the launch of a national recruiting campaign for the company's management training program. "84 Lumber hopes this spot is the rallying cry for the next generation of talent". Now the building material supplier has released the edited Super Bowl ad.