--- description: It was a building materials company that made what will prove to be one of the most controversial ads from Sunday night's Super Bowl game. title: Watch The Entire Controversial 84 Lumber Super Bowl Ad image: https://static.time.com/v3/assets/bltea6093859af6183b/blt19be2ceb99cbaaf6/6988b8daf887dc618fe98f4c/screen-shot-2017-02-06-at-10-33-33-am.png?branch=production&width=1440&quality=75&auto=webp&crop=16:9 ---  * [Entertainment](/section/entertainment/) ## Entertainment Update your preferences in [Account Settings](/account/preferences/) Close # Watch the 84 Lumber Super Bowl Ad Everyone Is Talking About by [Nash Jenkins](/author/p-nash-jenkins/) ## Nash Jenkins Update your preferences in [Account Settings](/account/preferences/) Close Feb 6, 2017 3:01 AM CUT by [Nash Jenkins](/author/p-nash-jenkins/) ## Nash Jenkins Update your preferences in [Account Settings](/account/preferences/) Close Feb 6, 2017 3:01 AM CUT It was a building materials company that made what will likely prove to be one of the most controversial — or at least talked-about — ads from Sunday night’s [Super Bowl](http://time.com/4660464/super-bowl-photography/ "undefined") game. The commercial, made by 84 Lumber, tells the story of a Hispanic mother and daughter making the treacherous journey north to the United States. The story was initially [rejected](http://people.com/sports/super-bowl-84-lumber-commercial-controversial/ "undefined") by Fox for being “too controversial for T.V.,” forcing the company to edit it and cut it down. The full version, which clocks in at over five minutes, is now available online. It’s striking, sweet, and, yes, political, featuring imposing shots of a [certain hypothetical wall](http://time.com/4652770/donald-trump-immigration-walls-history/ "undefined"). Following the ad’s release, traffic to 84 Lumber’s [website](https://www.84lumber.com/about/ "undefined") was so intense that the site crashed, People [reported](http://people.com/sports/super-bowl-84-lumber-commercial-controversial/ "undefined"). According to its website, 84 Lumber is “the nation’s leading privately held supplier of building materials, building supplies, manufactured components and industry-leading services for single- and multi-family residences and commercial buildings.” The company is headquartered outside of Pittsburgh and operates more than 250 stores across the U.S. Watch it above. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4660707/super-bowl-84-lumber-ad/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4660707/super-bowl-84-lumber-ad/"},"headline":"Watch the 84 Lumber Super Bowl Ad Everyone Is Talking About","datePublished":"2017-02-06T03:01:10.000Z","dateModified":"2026-06-24T06:56:54.385Z","description":"The full ad, featuring a Hispanic mother and daughter, was \"too controversial for TV\"","url":"https://time.com/4660707/super-bowl-84-lumber-ad/","keywords":["Television","Super Bowl Commercials","onetime"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt19be2ceb99cbaaf6/6988b8daf887dc618fe98f4c/screen-shot-2017-02-06-at-10-33-33-am.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Nash Jenkins","jobTitle":null,"url":"https://time.com/author/p-nash-jenkins/"}],"articleSection":"Entertainment","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt19be2ceb99cbaaf6/6988b8daf887dc618fe98f4c/screen-shot-2017-02-06-at-10-33-33-am.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"84 lumber super bowl","caption":"84 lumber super bowl","creditText":"84 lumber super bowl","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/entertainment/","name":"Entertainment"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4660707/super-bowl-84-lumber-ad/","name":"Watch the 84 Lumber Super Bowl Ad Everyone Is Talking About"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"This Video Is No Longer Available","description":"The full ad, featuring a Hispanic mother and daughter, was \"too controversial for TV\"","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/fKodeUO6/poster.jpg?width=720","uploadDate":"2026-06-23T15:00:44.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/fKodeUO6.m3u8","embedUrl":"https://time.com/4660707/super-bowl-84-lumber-ad/","duration":"PT10S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/4660707/super-bowl-84-lumber-ad/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```