By Abigail Abrams
January 19, 2017

It’s back to the Super Bowl drawing board for 84 Lumber.

Fox has rejected a Super Bowl advertisement from the building supplies company because it depicted a giant border wall, Ad Age reports. The family-owned business had planned to air a 90-second commercial that showed a border wall as part of its job-recruiting theme. However, according to Michael Brunner, the CEO of the agency behind the spot, Fox said the ad was too political.

“Fox rejected our original commercial because they determined that some of the imagery, including ‘the wall’ would be too controversial,” Brunner’s company said in a statement on its site. “So we went back and revised the spot to make it acceptable to them.”


84 Lumber will still air a 90-second ad before the Super Bowl halftime show (featuring Lady Gaga), and the company will make the rejected ad available online on Feb. 5.


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