A construction company’s Super Bowl ad, which Fox deemed too controversial to air in full, features a mother and daughter’s difficult journey through Mexico to the United States, where they are confronted by Trump’s proposed border wall. The pair then finds hope as an enormous door is revealed. A message comes up on the screen: “The will to succeed is always welcome here.”
Fox only aired the first half of the 84 Lumber ad, which, well … doesn’t make a whole lot of sense without the second half, so 84 Lumber put the full ad on their website. Rob Shapiro, the chief client officer at Brunner — the agency that teamed with 84 Lumber to make the ad — told the Washington Post, “Ignoring the border wall and the conversation around immigration that’s taking place in the media and at every kitchen table in America just didn’t seem right.” Watch the Super Bowl version of the ad above, and the full ad below.