84 Lumber – 2017 Super Bowl commercial tackles controversy with immigration, border crossing ad

This is a sensitive time for our country, and when you consider the current political climate, it’s hard to be altogether surprised by the sheer number of Super Bowl ads that are taking on hot-button issues. Budweiser has a spot coming up that looks at immigration through the lens of its own history, and 84 Lumber seems to be taking an even more controversial approach in focusing on a Mexican family, including a little girl, trying to make it across the border in hopes of a better life.

After watching this ad, we applaud the company for their bravery; after looking at the likes / dislikes on YouTube, however, it’s pretty clear that this could also end up divided their core consumer base. It’s an interesting choice for them to go in this direction for a Super Bowl ad, but you gotta give them credit for their bravery. You don’t get anywhere without taking a risk.

What worked – Visually, it’s stunning, and you do get the sense of the journey that is being taken here in getting these people across the Mexico – U.S. border. It’s emotional, and this really boils down to the human story of people trying to do everything they can to escape tough times and try to make their life better in the only way they see possible. Also, they are pretty much forcing you to go online to see the end of their ad, which could be great for conversions.

What didn’t – It’s a huge risk — even some people who are for helping illegal immigrants have a path to citizenship are against the idea in theory of them entering the country illegally, and for a lumber company in particular to make this ad could alienate their consumer base. You have to remember that Donald Trump won the election mostly on the strength of blue-collar turnout. There are people who will hate this ad just on the basis of what it’s about.

Overall – From a business standpoint, we understand the whole “to be continued” ending, but we would’ve preferred a fuller story if the company was going to go this particular angle. It’s  memorable ad, but we could see some people forgetting what it’s even for since lumber isn’t really the focus here at all. Grade: B-.

What did you think of the ad? Share now in the comments, and head over here to get some other commercials from the big game! (Photo: 84 Lumber.)