That 84 Lumber Super Bowl Ad Actually Wasn't Dissing Trump's Wall

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The 84 Lumber CEO set the record straight about her company's Super Bowl ad depicting President Donald Trump’s proposed border wall that viewers thought was pro-immigration.

UPDATE: Well this is awkward: The 84 Lumber commercial that aired during Super Bowl LI wasn't actually a dig at President Donald Trump.

The commercial was one of the most celebrated advertisements of the evening because it appeared to subtly denounce Trump's proposed border wall and support immigration.

As it turns out, that was not the intent behind the commercial. Company CEO Maggie Hardy Magerko is actually a supporter of Trump and his immigration stance, according to The Huffington Post.

"We need to keep America safe,” Magerko, 51, told People magazine. “America needs to be safe so you and I can have the liberty to talk ... The wall, I think it represents, to me, security. I like security.”

She did help create the ad, but most viewers, apparently, misinterpreted its meaning. 

"My intent was to show, through the mother and daughter, that through struggles we will do anything we possibly can to make [the world] a better place for our children. If I thought the wall was negative, I wouldn’t have had the wall.”

She claimed that the door symbolizes the company's inclusive policies for its employees and was derived from one of Trump's own comments about the wall. 

"Even President Trump has said there should be a ‘big beautiful door in the wall so that people can come into this country legally,’” she is quoted as saying in a press release. “It’s not about the wall. It’s about the door in the wall. If people are willing to work hard and make this country better, that door should be open to them.”

Magerko reportedly voted for Trump, but she maintains she's all for legal immigration. 

"I am all about those people who are willing to fight and go that extra yard to make a difference, and then if they have to, you know, climb higher, go under, do whatever it takes to become a citizen,” she told the New York Times. “I am all for that 110 percent. But do I want cartels? Hell, no."

All in all, it seems the vast majority of viewers were misled by the commercial. This was either an intentional marketing ploy — to shed a brighter spotlight on the company and drive an influx of traffic to their website — or a marketing mistake in which the company failed to properly convey its message. 

Either way, this news comes as a disappointment. 


This year, Super Bowl commercials seemed to be following a somewhat similar idea: troll President Donald Trump.

A number of advertisements took aim at the new commander-in-chief’s divisive policies, particularly his stance on immigration and the proposed border wall separating Mexico and the United States.

While there are more than a couple ads worth mentioning, there was one particular commercial that took the country by storm — partly because it was just too mysterious and partly because the story it featured was too close to people’s hearts.

A Pennsylvania-based construction company, 84 Lumber, created a poignant video telling the tale of a Mexican mother and daughter who made their way through deserts, storms, and rivers with the little girl collecting scraps of fabric the entire way.

Eventually, the pair ended up in front of a huge border wall.

As the mother stared at it anxiously, the daughter pulled out a hand stitched American flag from her bag, made out of the bits she had accumulated along the way. However, fortunately, the duo found a door and walked through.

“The will to succeed is always welcome here,” read the text onscreen.

It was a heavy yet beautiful ad, but Fox thought it was too “controversial” to air in its entirety, so the company broadcasted the first half of the commercial during the Super Bowl and redirected the viewers to its website to watch the rest.

Apparently, 84 Lumber was not expecting such traction because the website soon crumpled under the heavy traffic and crashed.

Thankfully, the ad was later uploaded on YouTube, where it now lives for the entire world to watch.

“If people are willing to work hard and make this country better,” explained 84 Lumber President Maggie Hardy Magerko, “that door should be open to them.”

Here are a few of the other honorary mentions that tackled diversity, sexism, the gender pay gap, acceptance, and more.

Airbnb – “We Accept”

Audi – “Drive Progress”

Coca-Cola “America the Beautiful”

Budweiser “Born The Hard Way”

Thumbnail/Banner Credits: YouTube screengrab

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