84 Lumber and How Not All of Corporate America is Drinking the KoolAid

I have read a lot about how similar what is happening now is to what happened when Hitler first took power. And, in some respects, it does, probably because Steve Bannon is so familiar with how Hitler did it.
But there is a difference.

Corporate America is by no means giving the President a blank check, particularly on immigration. Not by a long shot. The companies or leaders of companies that have expressed concern or outright opposition to the White House moves include Nike, Ford, Goldman Sachs (really), MasterCard, Citigroup, Facebook, JP Morgan, Google (Sergei Brin actually protested at San Francisco Airport), Amazon, Twitter, and Netflix.


But perhaps the most public opposition came in the form of a Super Bowl ad by 84 Lumber. The ad was so blatant that Fox refused to air the whole thing, saying it was too controversial. Only about the first half or so was aired with a website address to finish the ad listed in the ad. There was enough traffic during the game to crash the site.

I can't get the YouTube posting to give me an embed code, so I'll just give the link. It is long for an ad, but you should see it anyway. It's kind of surprising a major company produced this - it's that ballsy.

It's also really good. This is the whole ad.


Views: 178

Comment by JMac1949 Today on February 6, 2017 at 6:03pm

I heard there was a Budweiser ad that featured the immigrant origins of the King of Beers.  Found it on Youtube:

Comment by Ron Powell on February 6, 2017 at 6:58pm

Comment by nerd cred on February 6, 2017 at 7:00pm

I had the same opinion when I saw it.

Then I heard an opinion that it was pro-trmp. The company's outlets are largely in deep red trmp territory. The HQ is in PA.

This is 84's tweet on the subject:

Here's a fb post:

Listen to the end. See the pickup - that guy built the wall.

God opened the door - that's the symbolism.

The ad's pro wall.

Comment by Ron Powell on February 6, 2017 at 7:19pm

Nerd Cred is exactly correct. Just saw an interview on  MSNBC'S  "ALL IN". the Latina being interviewed echoed what NC says here. 

The ad is an attempt to normalize the idea of Trump’s wall with a magic door.

Look closely at the ad. The materials and tools used to build the wall are ostensibly sold/provided by 84 Lumber Corp.

The men building the wall are all white.

That's the "good jobs" aspect of building the wall".

84 Lumber isn't just drinking the Kool Aid,  they're making it to the tune of 5 million dollars per 30 second spot during the Super Bowl. The ad is considerably longer than 30 seconds which means that they paid more than the 5 million dollar fee for airing the ad....

Fox refused to air it in full because they knew exactly where the ad was going and it was too much , even for them...

Comment by nerd cred on February 6, 2017 at 9:05pm

Ron - that was Neera Tanden, the American daughter of Indian immigrants.

Comment by Ron Powell on February 6, 2017 at 9:27pm

Thanks NC. I stand corrected....

I missed her introduction and name. She spoke as though she were a Latina.... Nonetheless, she echoed your analysis, with which I wholeheartedly agree....

Comment by koshersalaami on February 6, 2017 at 10:36pm

The ad gives the impression that the lumber guys built the door, not the Wall. And Fox doesn't object to pro Trump ads

Comment by Ron Powell on February 7, 2017 at 3:26am

At 2:59  into the film there's a 'latino' drinking water. If you look carefully over his right shoulder (and in the frames immediately following) the 'wall' itself seems to be unfinished.

Such close scrutiny makes my assertion re " The men building the wall are all white ",  inaccurate.

The film is too long for an ad and, on the surface, seems much too sympathetic and hence too controversial even for Fox.

Problem is they got it wrong, just as most would , including the person who posted the ad on YOUTUBE....

NC'S take is absolutely correct and spot on....

Comment by Ron Powell on February 7, 2017 at 3:47am

Re the "big beautiful door", the symbolism comes from Trump's suggesting that the door is the 'legal' entrance:

Comment by koshersalaami on February 7, 2017 at 5:39am


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