Ever since January 20, or maybe November 8, Americans have been trying to find meaning or hope in just about anything. And the Super Bowl was definitely in play.
The anti-Trumpistas were rooting for Atlanta. Hope was sought out from Coca-Cola, AirBNB, and even Audi regarding various issues. Hell, Gaga blew the roof off (or at least opened the roof ) of NRG Stadium. Then there was Journey84, the 5 minute 45 second ad by 84Lumber.
The shorter TV edition was poignant, showing a mother and daughter on a journey to the United States to seek something. For sure, they were escaping something, too. Soon after, there was internet chisme about Fox Sports not allowing parts of the ad or more of the ad. Some thought of the business ramifications of a corporation using this kind of ad on a hot topic. Then one finds the entire ad on YouTube (if the Journey84 site wasn’t working) and then you get a clearer picture.
No doubt, with Trump’s policies, emotions are high, especially on the pro-migrant side. People are marching and protesting policies. So, as the long-ad runs, one is really getting into it. Then as the journey continues, the mother and daughter run into Trump’s wall. A little bit more and there are two beautiful wood doors (wood available at 84Lumber, for sure). For me, it brought a quick memory of the Trump narrative.
But as a consolation, which we suppose counts as a new policy proposal, Trump said he would build a “big beautiful door” in the wall to let in legal immigrants.
No surprise, 84Lumber was attacked by Republicans and white supremacists for letting the door open to migrants. Brown-colored migrants. The 84Lumber’s PR machine began to work. And it sounded like the tried-and-true right-wing narrative where they take a solid opposition to “illegal” immigration and support “legal” immigration, without much of plan of action to fix the “legal” immigration system. And they certainly aren’t for cartels!
See a mother & daughter’s symbolic journey toward becoming legal American citizens.
So, apparently, the beautiful doors stand for US Citizenship and Immigration Services? (You know, where the “back of the line” everyone talks about is?)
The ad campaign would have been more sincere if it had exhibited what the “legal” immigration system looks like today. Decades long backlogs and slow processing times and increased fees in large part are what make the “back of the line” Republican narrative a lie. And with Trump’s policies of walls and deportations, I don’t think the Trump-supportive CEO of 84Lumber really cares about anything regarding migrants. It’s all about their bottom line and their recruitment policies.
But, wow, was that a good ad, right?
There’s a reason corporations spend $5 million for 30 seconds of airtime on Super Bowl Sunday, and it’s not to change bad public policies. If that were the intent, they’d give the money to ACLU, Planned Parenthood, MALDEF, etc. It’s about a return on their investment and nothing else. And if they do it by capturing your heart and mind, and you’re OK with no change in public policy for the better, well, they got you.
Of course, I’m not sure playing both sides of the issue is smart business. It could be that they just wasted $5 million.