The Ending of 84 Lumber's Super Bowl Ad Is a Beautiful and Provocative Take on Immigration

Inside the strategy, and whether the company expects backlash

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Maggie Hardy Magerko, owner and president of 84 Lumber, a little-known Pennsylvania-based building material supplier, has been called crazy for buying 90 seconds of airtime on the Super Bowl—a telecast that’s been commanding ad rates of over $5 million for 30 seconds.

Then she went and gave the ad a political theme. And not just any political theme. It’s about immigration, at a time when the issue couldn’t be more divisive.

Fox rejected its original script, so the company and its agency, Brunner in Pittsburgh, divided the piece into two parts.

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