Tuesday 20 February 2018

WATCH: This banned Super Bowl ad deemed too 'controversial' for TV

84 Lumber's 'The Full Journey'
84 Lumber's 'The Full Journey'

Sasha Brady

American company 84 Lumber dived into the immigration debate with an advertisement deemed too "controversial" for TV.

The building supply company, which identifies itself as a "second generation, woman-owned company" took a strong political stance with their Super Bowl ad.

The full ad was deemed too "controversial" to be aired on TV, as it commented on Donald Trump's planned border wall, so a shorter version was broadcast instead.

The ad, titled The Full Journey, depicts a Spanish-speaking and daughter making their way through the desert. It's not clear where they're from but it appears that they're travelling from somewhere in Latin America. In the commercial, the daughter is seen collecting scraps of fabric as they journey on, with the hope of stitching them together to make an American flag.

Eventually they come across a giant wall. Instead of becoming disheartened and walking away, the pair find another way to get through the wall.

They soon come across a door and walk straight through it, while text appears on the TV screen: "The will to succeed is always welcome here."

Instead of airing the full 90-second ad before the half time show, the company aired a shorter version with ended with the message "To be continued" and directed viewers to their website to see the full version.

The ad was immediately uploaded to YouTube and 84 Lumber's website which eventually crashed under the strain of so many people trying to access the site at once. The ad comes with the disclaimer: "Contains content deemed too controversial for TV."

An NFL spokesperson told the New York Times that they had switched to the shorter version, "We review spots to ensure they do not violate our advertising policies... The ad that will air does not violate our policies," without confirming whether the league had asked for it to be altered.

Lumber 84's president Maggie Hardy Magerko has been outspoken in the past about Trump's immigration ban and border wall.

“If people are willing to work hard and make this country better that door should be open to them," she said.

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