The Ending of 84 Lumber’s Super Bowl Ad Is a Beautiful and Provocative Take on Immigration

Inside the strategy, and whether the company expects backlash

Maggie Hardy Magerko, owner and president of 84 Lumber, a little-known Pennsylvania-based building material supplier, has been called crazy for buying 90 seconds of airtime on the Super Bowl—a telecast that’s been commanding ad rates of over $5 million for 30 seconds.

@nudd Tim Nudd is a former creative editor of Adweek.