Super Bowl ads use to embody the very essence of patriotism, American pride and humor while leaving political commentary at the door, but last night 84 Lumber aired a minute and half commercial encouraging illegal immigrants to break the law while exposing themselves to a very risky, dangerous journey.
The commercial starts out with a Hispanic immigrant mother and her young child waking up in the morning as they start their journey to illegally immigrate to the United States. During the journey the migrants are shown engaging in such activities as paying off what appears to be a human trafficker, who loads them into the back of a pickup truck along with other migrants. The mother a daughter cross hard terrain and even jump on a moving train, essentially putting both their lives and limbs at risk.
84 Lumber’s Super Bowl ad ends with the migrants continuing to cross the wilderness and giving viewers a message to watch the conclusion of their journey online.
The full advertisement, which clocks in at over 5 minutes, shows the migrants finally arriving at the border only to find a massive cement wall blocking their path, which was meant to represent President Trump’s proposed border wall. Meant to tug at the viewer’s heartstrings to gain sympathy for the mother, who put her daughter at tremendous risk with this journey, it shows the young girl pulling out an American flag that she made out of scraps of garbage that she collected on the way.
Of course, the story has a happy ending as they walk around a corner and a giant door, which opens and allows them to illegally enter the United States.
The advertisement ends with a pickup truck driving down the road with lumber and construction supplies secured in the back, driving off into the sunset. 84 lumber’s commercial basically screams the message, “Come to America illegally, we need cheep labor!”
Needless to say, many viewers were not happy with 84 Lumber’s decision to make a political statement during the most viewed event in the country, which isn’t surprising given the millions of people who support Trump’s policy of securing our border. Effectively isolating a large swath of their customer base, 84 Lumber was hit with a backlash on social media, along with various customers canceling with their business with the company.
Does 84 Lumber realize that the vast majority of the social justice warriors that they were aiming to please with this commercial live in urban areas and have never worked a construction job in their lives? Meanwhile many Americans are put out of work by a flood of cheap labor, while open borders advocates gladly celebrate this phenomenon.
The commercial fails to include the realistic possibility of the mother and child becoming dehydrated, taken advantage of by human smugglers and possibly losing their lives on their journey. In the first 10 months of 2015 there were 117 illegal immigrant deaths in the Arizona desert alone, up from 108 during the same period in the previous year.
Is 84 Lumber really encouraging migrants to risk the lives of their young children all so they can get paid $5 an hour under the table to clean houses or perform manual labor on a construction site? If things are that bad in Mexico and South American countries, then perhaps they should be encouraging their governments to resolve their domestic issues, rather than passing them off to the United States.
There is a path to legal immigration to the United States, which millions of migrants have used in the past to become citizens, so perhaps 84 Lumber should have encouraged this migrant and her daughter to invest their money into following the legal route, rather than risking their lives for a low paying manual labor job while collecting government assistance courtesy of the American taxpayer.