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84 Lumber: 5 Fast Facts You Need to Know

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The final scene of the 84 Lumber ad.

84 Lumber made a major splash at the Super Bowl with its controversial and political ad about a Mexican woman and her daughter making the journey to America.

Only the first half of the ad aired on Fox during the game, with the second half posted to the company’s website and YouTube page. The second half of the video ended with the woman and girl coming to a large wall with a wood door. They then push past the door to enter the United States.

You can watch the full ad below:

84 Lumber was one of many companies to take a political stand in its Super Bowl ad, joining Budweiser, Audi and Airbnb, among others.

The privately held company sells construction supplies and building materials.

Here’s what you need to know about the Pennsylvania-based lumber company:


1. Fox Rejected the Full Ad Because of It Could Be Considered ‘Politically Sensitive,’ the Ad Agency Said

84 lumber owner, what is 84 lumber

(84 Lumber)

Michael Brunner, the CEO of the ad agency that created the commercial, told CBS Pittsburgh that they were forced to change the ad because of Fox.

“Simply put, that was a spot that they didn’t think they would be willing to run during the Super Bowl.” Brunner later added on, “There’s some elements in it that are… can be considered politically sensitive… They are the host. We’re paying the dollars, but they are the host.”

Brunner says he created the commercial with three goals in mind: to generate awareness for 84 Lumber, to create pride in the workforce, and to fill jobs within the company.

“Ignoring the border wall and the conversation around immigration that’s taking place in the media and at every kitchen table in America just didn’t seem right,” said Rob Shapiro, the chief client officer at Brunner, the agency that worked with 84 Lumber to come up with the ad, told the Washington Post. “If everyone else is trying to avoid controversy, isn’t that the time when brands should take a stand for what they believe in?”

The Super Bowl ad was the first for 84 Lumber.

“I still can’t even understand why it was censored,” Maggie Hardy Magerko, 84 Lumber’s president and owner, told the New York Times. “In fact, I’m flabbergasted by that in today’s day and age. It’s not pornographic, it’s not immoral, it’s not racist.”

The company spent $15 million on the ad, according to the Times.

WATCH: 84 Lumber Super Bowl Commercial 2017 [EXTENDED VIDEO]

84 Lumber Super Bowl Commercial 2017: Watch 83 Lumber's full-length commercial ad here.

Click here to read more

2. 84 Lumber Was Founded by Joe Hardy in 1956 & His Daughter, Maggie, Is Now Its CEO

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Joe Hardy with his daughter, Maggie Hardy. (84 Lumber)

84 Lumber was founded in 1956 in Eighty Four, Pennsylvania, by Joe Hardy, according to its website.

The company is now run by his daughter, Maggie Hardy Magerko.

Its headquarters is located near Pittsburgh.

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3. The Company Makes More Than $2 Billion a Year in Revenue & Is Continuing to Expand Across the Country

The company made more than $2 billion in revenue in 2013, according to its website.

During the recession, 84 Lumber struggled to survive, and was forced to close about half its stores. But it has rebounded and has continued its expansion across the country.

84 Lumber now has about 250 stores and employs about 5,000 people nationwide.

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4. 84 Lumber Recently Introduced Environmentally Friendly ‘Tiny Living’ Portable Homes

The company recently introduced an environmentally friendly line of portable houses called “Tiny Living by 84 Homes,” according to a company press release.

“The tiny home movement lies perfectly at the intersection of 84 Lumber’s expertise in high-quality building materials and green building best practices,” CEO Maggie Hardy Magerko said in a statement. “With our national footprint and commitment to the dedicated do-it-yourselfer, we are uniquely positioned to become a part of this new path to homeownership, and are excited to offer Tiny Living on a national scale.”

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5. Joe Hardy Is a Republican Politician & His Daughter Voted for Trump

The ad has angered many Republican supporters of President Donald Trump and his efforts to build a wall to keep undocumented Mexican immigrants out of the United States.

Its founder is a Republican politician himself. Joe Hardy held office in Pennsylvania as the vice chairman of the Board of Commissioners of Fayette County from 2004 to 2008, according to the Pittsburgh Post-Gazette.

Maggie Hardy Magerko told the New York Times she voted for Trump.

She said the ad was meant to recruit employees in their 20s who “believe in American dreams,” saying she is worried about the labor shortage her company is facing.

“I am all about those people who are willing to fight and go that extra yard to make a difference and then if they have to, you know, climb higher, go under, do whatever it takes to become a citizen. I am all for that 110 percent,” she said. “But do I want cartels? Hell, no.”

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28 comments

  1. 84 Lumber has now stated that it doesn’t recognise any laws. So kids go to your local 84 Lumber store and take anything you want because it’s now all free …saying that there are no borders is the same as saying there are no laws. CEO Maggie Hardy Magerko hates paying her employees a living wage so she wants to replace them with ilegal aliens that she can enslave.

    • Have a heart Chuck. You miss the point and Maggie Hardy Magerko is at least as smart, when it comes to getting publicity, as our “so-called” president. I think that she’s much smarter.

      • …and I seriously doubt that she would or does hire any illegal workers, especially now that she’s on the national, political map, and she and her father are Republicants.

        • Well, she’s a CEO of a large company, and has you talking about what she did. What’s your job title, and who is talking nationally about your decisions?

    • What wage does Maggie Hardy Magerko pay her employees?

      As far as saying there are no laws, Ms. Magerko is only acting in concert with Donald when he ignores the Constitution, the INA of 1965, and disparages the judiciary branch of the government, treating it as his personal puppet, instead of acknowledging it is a co-equal branch of government, as the founders intended.

    • Amazing how these people don’t understand the impact of their lax immigration policy. I don’t know how they can sleep at night Such cruel and inhumane people. Millions of people are suffering because of their policies and they are too closed minded and dogmatic to understand. The really scary part is that they actually think they have the moral high ground.

      • i thought Trump supporters claimed 100% of the moral high ground.

        What we need is an open, rational, realistic immigration policy. But every bipartisan effort to do so has been shut down, so, now we’re all we’re left with is a shouting match. While you refer, I assume to jobs in the trades, Trump supporters simultaneously vote down labor candidates, and more and more states become righ-to-work states. But while illegal labor may be true with the trades, there are no American citizens fighting for field work. The reason why food is so cheap in this country as opposed to any other western country is because of illegal immigrant labor working the fields . . . if they weren’t there, we’d be paying $10 for a head of lettuce, and $20 for a basket of strawberries. Trump, himself, uses illegal foreign labor. If you have a problem with illegal immigrants, start with him, and then prepare to double your grocery bill.

    • Holy slippery slope, Batman! Disagreeing with how one law is being applied (an executive order is not a law as those must be passed by Congress) is not at all the same as rejecting every law already on the books. That’s like saying anyone who doesn’t like pickles should be denied all food. It’s flat-out insane.

    • The ad doesn’t show an illegal border crossing. The mother and daughter reach the border and are welcomed when the door opens. Hard work and determination to improve one’s life is the most American value one can have, and 84 Lumber is proudly endorsing those American and Christian values.

  2. Maggie, you blew it. Undocumented immigrants are illegal invaders. How about I come to your stores and liberate the oppressed lumber without payment because everyone should be free? You are advocating lawlessness. Boycott has begun.

  3. Just doesn’t seem like a very thought out commercial to me. For one, they are promoting breaking the law, also, it makes one wonder how many illegals are working for her?? If they are hiring illegal, they can be paid under they table, and if they are here legally and have a green card, well then, she can pay them less and get subsidized by our government. So it is a win, win for these companies, that is why they are so anxious to have people keep coming in and put us out of work. One thing I never understand is…we are the most welcoming country in the world, but don’t people realize that we can’t take in the whole world, we would simply run out of space and resources!! If things are so awful in other countries, maybe it’s time their men stand up and fight for their country, you know, like the men…and now women in our country do.

  4. Showing a Mexican mother and daughter risk their lives to illegally immigrate to the United States is shameful and irresponsible. It is a slap in the face to all legal immigrants and natural born citizens whose lives are tough every day here in the United States. Try investing the Super Bowl ad money in making our country a better place and legal recruitment of hard working United States citizens or legals with Visas or green cards, not trying to recruit illegals to work for their company and spitting in the face of hard working United States citizens. If 84 Lumber wanted negative publicity and to inform consumers where NOT to go to purchase their lumber needs, then “way to go, 84 Lumber!” Yes, the boycott has definitely begun!