84 Lumber Opens The Door To Opportunity

84 Lumber is a company with a heart. The Pennsylvania-based is also a company with their finger on the pulse.

The story was initially rejected by Fox for being “too controversial for T.V.,” forcing the company to edit it and cut it down. Let’s see the piece in full frame now:

Rob Schapiro, chief creative officer of 84 Lumber’s ad agency Brunner, told Business Insider, “This is a conversation that’s taking place in homes across America and 84 Lumber was willing to be part of that conversation, to be relevant and timely.”

84 Lumber wants to be a household name throughout the country as it expands and opens more stores in the US. Schapiro said, “With this expansion will come an ongoing recruitment campaign, and we depicted characters who embody the traits and characteristics they are looking for in their people: strong will, determination, and hard-working people.”

This is where things get interesting in the spot itself. Many of the workers on The Wall are brown-skinned, like the mother and daughter. Also, let’s consider the market for the brand’s products and communications. Contractors come in all shapes, sizes and nationalities.

I can see how a lumber supplier might want to wrap itself in red, white and blue on Super Bowl Sunday. 84 Lumber managed to do that and be inclusive at the same time, which counts as a big brand win.

84 Lumber also actively supports Veterans and the homeless.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.