Lumber company was forced to remove Trump wall visual from Super Bowl ad

The Super Bowl has a long tradition of running unusual, creative and sometimes over-the-top commercials — but this one reportedly went a bit too far.

84 Lumber, a family-owned building supplies company, was forced to modify its ad for its failure to comply with NFL standards.

It decided to tackle the subject of illegal immigration, by depicting a Mexican mother and daughter making their trek northward to cross the border to the United States in search of a better life.

At the end the two come across an imposing border wall, much like the one President Donald Trump has promised to construct.

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Fox Sports nixed the final scene depicting the wall, citing “concerns about some elements” of the ad, on the grounds that it was overly political.

Rob Shapiro, the chief client officer at the agency that produced the ad, said ads should produce conversation.

“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,” Shapiro told The Washington Post. “If everyone else is trying to avoid controversy, isn’t that the time when brands should take a stand for what they believe in?”

The company ran the ad without the final scene, but encouraged viewers to watch it in its entirety, and made available online.

Folks on social media had other suggestions for the 84 Lumber ad.

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Others observed that the move by Fox Sports had precedent stemming from the NFL.

Still another said everyone, including Fox Sports, was missing the point. It wasn’t about the wall at all.

Here’s the version of the ad edited for broadcast during the Super Bowl. The full version is above.

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