Fox Rejects Super Bowl Ad That Depicts a Giant Border Wall

Fox Rejects Super Bowl Ad That Depicts a Giant Border Wall

84 Lumber logo wall super bowl ads

Border walls and Super Bowl advertising don’t mix, one family-owned construction supplies company seems to have learned.

After submitting its first-time Super Bowl ad to Fox for approval, 84 Lumber was sent back to the drawing board when the commercial was rejected, according to Michael Brunner, CEO of the agency behind the spot, Pittsburgh-based Bruner.

84 Lumber, based in Eighty Four, Penn., had planned to air a 90-second spot carrying a heavy message of job recruitment as it tries to ramp up its 5,100-employee base. The ad is slated to run before halftime at the Feb. 5 event.

But Fox said the original ad submitted, which included a depiction of a border wall that would undoubtedly remind viewers of Donald Trump’s campaign promises, was too political, Mr. Brunner said Wednesday.

Though the whole incident may reek of a publicity stunt, Brunner insisted that 84 Lumber is still planning to air a 90-second spot in the game, which would carry an estimated price of $15 million for the airtime alone. That’s a whopping amount even for Super Bowl regulars with enormous ad budgets. 84 Lumber has about $2.5 billion in sales, according to reports. Representatives from 84 Lumber did not return messages requesting comment.

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