People questioned why a little-known Pennsylvania-based company was spending $15 million on a Super Bowl ad.
A tweet by PRSA Pittsburgh said this was the first Super Bowl ad made in Pittsburgh, by a Pittsburgh agency, for a Pittsburgh client.
Not only will this year mark 84 Lumber’s first appearance in a Super Bowl; it is also believed to be the first Big Game spot by a Pittsburgh agency in decades.
But the ad’s ties to our city aren’t the only reason people are talking about it.
When Fox rejected the original politically-charged ad, 84 Lumber and Brunner had to go back to the drawing board. Instead of scrapping the idea entirely, the ad was reworked and split into two parts. A :90 spot appeared on TV during the game and invited viewers to visit the 84 Lumber website to view the rest. This generated so much traffic the website crashed.
Adweek recognized 84 Lumber’s story, entitled Journey, as the best ad of Super Bowl LI.
You can learn more about the ad on Brunner’s website.
Click here to view the 84 Lumber ad in it’s entirety.