How political would the Super Bowl be? Would Lady Gaga say or sing something during the halftime show? How about the commercials?

As Lisa wrote here, Lady Gaga stayed smart and way above politics. The announcers, near as I could tell, stayed far away from anything overtly political. Most of the ads stayed out of it as well – with the exception of Audi as I mentioned here. However, one company, 84 Lumber, decided to go political big time.

The ad aired during the halftime show right before Lady Gaga’s show. While watching it here at our house, pretty much everyone looked around and said “Did they REALLY just say that illegal immigration is GOOD??!!”

Why yes, yes they did. Watch. Seriously, watch the entire thing.

But wait! According to 84 Lumber, this ad is just about the person they are looking to hire!!

The folks at 84 Lumber Company confirm their stance against illegal immigration https://t.co/08qUBCapPU pic.twitter.com/AKLMBgxPHX

— Nick Monroe (@nickmon1112) February 6, 2017

Uh Huh. SURE IT IS. First of all, their twitter account is chock full of advocacy for the ad. Secondly, their website, now back up and running, has a graphic of the ad with the phrase saying this:

COMPLETE THE JOURNEY
(Contains Content Deemed Too Controversial for TV)

Third, the company decided it was time to take a stand and make everyone uncomfortable.

“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,” said Rob Shapiro, the chief client officer at Brunner, the agency that worked with 84 Lumber to come up with the ad. “If everyone else is trying to avoid controversy, isn’t that the time when brands should take a stand for what they believe in?”

So, they had to change the ad that aired slightly and show a barbed wire fence instead of a wall. It doesn’t matter. The implication was there in capital letters.

Here I am trying to enjoy the super bowl taking a break from politics and then I see this crap from Audi & 84 lumber and others. Unreal.

— Charlie Kirk (@charliekirk11) February 6, 2017

Unreal is right. The fact is the commercial hits all the high points. Pain, anguish, suffering, perseverance, etc. The PROBLEM is, it advocates Illegal Immigration! Seriously, a wall? A wall with a DOOR in it?? There is absolutely nothing in that ad that promotes trying to come to the United States via legal means. Moreover, it is a direct slam against President Trump.

84 Lumber took one helluva chance on this particular political issue. However, I do have to wonder if they really took a good look at their customer base? Fact is, illegal immigrants have always been known for providing cheap labor. Is 84 Lumber hiring? Some, seeing that ad, may think so.

Or maybe not, but that’s certainly the message they are sending. 84 Lumber stepped out onto a major political ledge by overtly advocating that Trump’s wall is is wrong and illegal immigration is Ok. Hopefully they are prepared for the consequences should that ledge crumble underneath them.