It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.
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.
The

WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in