Day 45: About that 84 Lumber Super Bowl Ad …

A friend of mine wanted me to express my thoughts on a Super Bowl advertisement crafted by a Pittsburgh ad agency for a Pennsylvania lumber company that was ultimately rejected in its long form.

Super Bowl LI was bound to have bold political statements after everything that happened last year. I skipped the show entirely and wrote about it later, emphasizing Lady Gaga’s performance.

Here’s the long version, about five minutes in length:

There are four general ways to interpret this ad.

How conservatives saw it

“What a bunch of pro-immigrant cucks! How dare they express anything that’s remotely sympathetic to these people who should all be supported. They’re bringing crime. They’re bringing rape. They’re bringing drugs. Yes, some of them are good people, but they’re illegal.

We must defend our borders from people who actively break the law. Let’s make American great again!”

How liberals people saw it

“Oh, how benevolent! See the careful consideration of the struggle of a mother and daughter and their patriotic admiration for America! This is an appeal to humanity! We should have more doors, not walls.

Let’s let them in — we are stronger together!”

How 84 Lumber wanted you to see it

This statement was posted by 84 Lumber via Twitter (source).

“We do not condone illegal immigration. The mother and daughter symbolizes grit, dedication and sacrifice, characteristics that we look for in our people at 84 Lumber. President Trump has previously said there should be a ‘big, beautiful door in the wall so that people can come into this country legally.’ We couldn’t agree more.”

The company’s CEO states that she is both pro-Trump and pro-wall, but didn’t intend to create this much controversy over a Super Bowl advertisement.


How I saw it

“Is that door … made out of wood?

Does 84 Lumber hope to directly benefit from the construction of this massive wall?

It’s going to require a lot of lumber.

We’re watching economic propaganda, not political propaganda. (If you’re a Marxist, you’d know that there’s not much of a difference.)

Let’s not ignore the bottom line. Worst-case scenario: they got the attention they wanted in their multi-million dollar investment.

We are all saps. Pun intended.”

— Lee