Why a Little-Known Lumber Company Is Buying a Pricey 90-Second Spot for Its Super Bowl Debut

84 Lumber will promote job offerings

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Among the many familiar faces in Super Bowl LI, one newcomer looks to stand out with what is so far the game’s only 90-second entry.

84 Lumber will join Febreze, Mr. Clean and GNC in making its debut during this year’s event, and it is the only brand to purchase more than a minute of air time for a single spot.

Multiple sources have put the going rate for a 30-second ad at $5 million-plus, meaning that the building materials company will almost certainly pay more than $10 million for the national placement even after any discounts it may receive from Fox.

This news marks a major pivot for 84 Lumber, which spent only $736,000 on domestic marketing in all of 2015 according to Kantar Media.

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