Brunner’s 2017 Super Bowl Ad for 84 Lumber About Immigration Is Just as Relevant Today

Controversial spot helped elevate shop to national prominence

Partners Rick Gardinier (l.), chief digital officer and Scott Morgan, president Brunner

Launched in 1989 as a small design firm, Brunner credits a willingness to embrace technology for its rise from relatively unknown to national prominence. But a provocative ad for 84 Lumber during Super Bowl LI certainly didn’t hurt. The ad focused on the hot-button topic of immigration, even referencing a wall (sound familiar?), and it drew so much attention that its accompanying website crashed.

This story first appeared in the Jan. 28, 2019, issue of Adweek magazine. Click here to subscribe. David Cohen is editor of Adweek's Social Pro Daily.