The pro-immigrant Super Bowl commercial which was too controversial for TV: Lumber company ad showed mother and daughter walking through a door in U.S.-Mexican border wall 

  • 84 Lumber's full commercial was deemed 'too controversial' for TV by Fox
  • The shortened commercial aired during the Super Bowl shows a Spanish-speaking mother and daughter traveling to the United States
  • The ending directs viewers to the company's website, saying: 'See the conclusion at journey84.com' 
  • In the full-length commercial, the mother and daughter eventually reach a wall at the US-Mexico border. 

By Kelly Mclaughlin For Mailonline

Published: 11:04 EST, 6 February 2017 | Updated: 11:32 EST, 6 February 2017

Building materials supplier 84 Lumber took a stand in the immigration debate with its first-ever Super Bowl commercial on Sunday - and now the full-length version is available online after Fox dubbed the lengthened version 'too controversial for TV'.

The shortened commercial shows a Spanish-speaking mother and daughter traveling in the back of a pickup truck, jumping on a freight train and walking across the desert.

The ending directs viewers to the company's website, saying: 'See the conclusion at journey84.com'. The site says that the full video 'contains content deemed too controversial for TV'.

In the full-length commercial, the mother and daughter eventually reach a wall at the US-Mexico border.

84 Lumber, a building materials supplier based in Pennsylvania, ran its first-ever Super Bowl commercial. It showed a Spanish-speaking mother and daughter on a journey to the US from Mexico

84 Lumber, a building materials supplier based in Pennsylvania, ran its first-ever Super Bowl commercial. It showed a Spanish-speaking mother and daughter on a journey to the US from Mexico

The full-length video shows the mother and daughter approach a wall at what is believed to be the US-Mexico border

The full-length video shows the mother and daughter approach a wall at what is believed to be the US-Mexico border

Defeated, the mother looks down at her daughter as the young girl pulls a hand-made American flag out of her backpack.

They then find a large door in the wall and walk through together. The camera cuts to a man driving a pickup with wood in the bed of the truck.

The video ends with the message: 'The will to succeed is always welcome here.'

In a statement to the Wall Street Journal, 84 Lumber's president and owner, Maggie Hardy Magerko, said: 'Even President Trump has said there should be a "big beautiful door in the wall so that people can come into this country legally".

'It's not about the wall. It's about the door in the wall. If people are willing to work hard and make this country better, that door should be open to them.'

The girl reaches into the backpack for an American flag that she had made out of fabrics she had collected on her journey

The girl reaches into the backpack for an American flag that she had made out of fabrics she had collected on her journey

On a zoom out of the area, the commercial shows a border wall spanning as far as the eye can see

On a zoom out of the area, the commercial shows a border wall spanning as far as the eye can see

As the mother and daughter keep walking, however, they come across a wooden door in the middle of the wall

As the mother and daughter keep walking, however, they come across a wooden door in the middle of the wall

Michael Brunner, the chairman and CEO of the agency that produced the ad, told USA Today that the commercial should serve as a launch pad for the building materials supplier's 2017 recruitment campaign.

'We're lucky to have a client who is not only unafraid of investing in a 90-second Super Bowl spot, but also willing to push the creative envelope,' he wrote in an email.

'Sometimes you need to take a stance if you want to make an impact with your target audience. But in the process, you may also create detractors,' Brunner added.

Pennsylvania-based 84 Lumber, the nation's largest privately held building materials and services supplier, said that a version of the commercial that featured the border was was rejected by Fox, the Super Bowl broadcaster this year.

Fox charged companies as much as $5million for 30 seconds of ad time on Sunday. 

The commercial cuts to workmen cutting pieces of wood as the mother and daughter stare at the wall

The commercial cuts to workmen cutting pieces of wood as the mother and daughter stare at the wall

The mother and daughter eventually open the large doors and walk through into the United States together

The mother and daughter eventually open the large doors and walk through into the United States together

After the 84 Lumber spot aired during halftime, the company saw 6million visits in the next hour. The website received 300,000 web requests during the first minute after the commercial aired. 

The company responded to feedback on Twitter on Sunday after some consumers said they would boycott the supplier. 

Trump has vowed to construct a wall along the US-Mexico frontier to keep out illegal immigrants.

Some on social media, however, praised the company for taking a stand on immigration. 

Brunner said that commercials should continue to stay controversial with their messages.

'If everyone else is playing it safe, those that take a risk have an opportunity to stand out even more. We believe if a client is sharing a genuine message they're passionate about, the risk is usually worth the reward,' he told USA Today.

The full-length commercial ends with the message 'The will to succeed is always welcome here'

The full-length commercial ends with the message 'The will to succeed is always welcome here'

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