84 Lumber’s big game box score By Ken Clark Long after the game ended, 84 Lum- ber’s first-ever Super Bowl commercial continued to run up the score. The campaign’s online videos gener- ated more than 15 million page views, spawned mostly positive reviews for artistic merit and stirred up a ton of controversy, all at the going rate of $5 million for 30 seconds (a widely report- ed price tag for Super Bowl ads). The 90-second, immigration-themed television drama directed viewers to a website video at Journey84.com that picked up the story and arrived at the slogan: “The will to succeed is always welcome here.” The ad and short film, created by 84 Lumber’s agency partner, Brunner, was created to position 84 Lumber as a company of opportunity for the next generation of the housing industry. The plot followed a mother and daughter working their way across a barren (yet beautifully filmed) landscape, until they reached a giant border wall — with a big door. Thumbs up on YouTube far outnum- bered thumbs down. But there was also no shortage of angry reactions in the blogosphere. What follows is a sampling of reader reaction from Twitter and HBSDealer. com, beginning with a post from 84 Lumber owner and president Maggie Hardy Magerko. Maggie Hardy Magerko, on Twitter through @84LumberNews “The intent of the Super Bowl com- mercial, as well as the conclusion on Journey84.com, was to show that 84 Lumber is a company of opportunity. It isn’t about my beliefs, whom I voted for, or the wall. It’s about highlighting the characteristics of a person that will go to great lengths for a new oppor- HBSDealer.com tunity. If the president wants to build a wall, then we want to make sure there is a door in that wall. A door that’s open to those who choose to enter to our country legally. The journey of the mother and daughter was a dem- onstration of the human spirit — grit, determination and hard work. These characteristics represent what makes 84 Lumber and our country great. We want people that embody those characteristics, no matter where you’re from. If that’s you, our door is open.” are just looking for entertainment. This will cost 84 Lumber more than just the ad!” eziedrich, on HBSDealer.com “The 84 Lumber Superbowl [sic] ad was thoughtful and sensitive, but the why’s haunt me. What was the objec- tive? Did I hear that the ad cost $15 million to run? If 84 was a publicly traded company and I was a share- holder, I’d be enraged! Fortunately, I’m not, so just completely perplexed. BillVS, on HBSDealer.com “It is a disgrace that any large com- pany would try to capitalize on the cur- rent issues that are dividing our country into two, especially for their own gain. Whether you want our borders sealed or you are concerned about the plight of refugees, it has nothing to do with 84 Lumber wanting to hire more mangers or employees. I hope this commercial experiment to hire fails miserably.” acewsallen, on HBSDealer.com “I never would have guessed that the illegal alien was 84 Lumber’s biggest customer.” MSchaefer, on HBSDealer.com “84 Lumber has lost my respect, as well as many of my friends and busi- ness associates who are sick and tired of all this false hype and twisted logic and forcing it in front of us when we @84LumberNews, on Twitter in reply to @wade762 “@wade762 We believe a recruiting campaign will strengthen teams, in- crease sales, and increase profitability for years to come.” @wade762, on Twitter “@84LumberNews Calling Employ- ees of 84?How does 15 million in bonus $ sound?At 5K employees that is 3K in bonus $ each, instead of com- mercial.” HARDWARE + BUILDING SUPPLY DEALER MARCH 2017 15