This is the 84 Lumber Super Bowl ad that Fox said was too controversial to air during the game.

The 90-second commercial that aired featured a Hispanic mother and her daughter as they left their home for a long journey. Each clip featured a different part of their trek, but the ad ended directing people to the website to see how it ended.

Of course, when millions flocked to the site to see the ending, it instantly crashed due to the overload (you think they would have planned for that, right?).

The extended cut of the commercial shows the mother and daughter arriving at a huge wall. The mom begins to cry, and it is realized that the scraps the little girl picked up along the way had been fashioned into an American flag.

The mother then notices a sliver of sunlight and follows it to a wooden door. The end message of the ad was: "The will to succeed is always welcome here."


84 Lumber said the ad was rejected for being "too controversial" apparently due to the wall—a reference to the one that President Donald Trump has repeatedly said he plans to build along the U.S. border with Mexico.

84 Lumber said their ad was to show they were "looking for people with grit, determination and heart, no matter who they are, where they come from, or what they look like," and even though the $2.5 billion company never came out and confirmed whether the ad was pro- or anti-Trump, but the perception on social media was that it went against the president's proposed wall.

The Pittsburgh-based company spent around $15 million to run the Super Bowl commercial in hopes to reach a broader audience as they plan on expanding in 2017.

If the goal was to get people talking, I would say their mission (so far) was accomplished.

[via CNN Money]