84 Lumber and the big-budget super bowl ad to nowhere – the washington hernia discal lumbar sintomas y signos post

Building supplies company 84 lumber tackled a heap of controversy hernia discal lumbar sintomas y signos over the weekend with its carefully-crafted — yet inconclusive — 90-second super bowl ad featuring a mexican mother and daughter hernia discal lumbar sintomas y signos embarking on a difficult journey north that left the viewer hernia discal lumbar sintomas y signos wondering where they ended up.

That wasn’t the full story. The super bowl ad asked viewers to visit the 84 hernia discal lumbar sintomas y signos lumber website if they wanted the rest of the story. The website version included a five-minute “director’s cut” version that concludes with the pair entering the united states hernia discal lumbar sintomas y signos through a door in a towering border wall, a direct take on one of the most combustible topics hernia discal lumbar sintomas y signos in the country today.


Viewers logged on to see, and 84 lumber’s site was overwhelmed by the traffic.

84 lumber wasn’t alone in the super bowl ad pile on. Many other big brands, from beer giant anheuser-busch inbev to audi, airbnb and kia autos used their super bowl time — at $5 million per 30 seconds — to break through. The challenge is to get viewers, whether they are chatting at a party or standing among hernia discal lumbar sintomas y signos a scrum at a bar, to pause and take notice — and maybe talk about it later.

“borrowed interest is glomming on to subject matter not related hernia discal lumbar sintomas y signos to their brand or business to try to grab attention,” adamson said. “you end up with ads people remember, but it doesn’t drive their business. People may remember 84 lumber, but they won’t run out and patronize the product. They also botched the execution when their server crashed. They left lots of money on the table.”

“anytime you talk about advertising, you try to tap into pop culture,” radick said, explaining why 84 lumber ventured into such a combustible topic hernia discal lumbar sintomas y signos as immigration. “to ignore politics and say we can’t talk about anything controversial because we can’t take the risk of offending anyone, we then end up with a really bland message.”

A portion of 84 lumber’s clientele is selling building supplies to mom-and-pop and midsize local contractors. Many small home repair business and builders and laborers are hernia discal lumbar sintomas y signos first generation immigrants to the united states. The commercial probably spoke loudly to them.

“the themes of hard work, dedication and sacrifice found throughout the film are the same hernia discal lumbar sintomas y signos ideals valued in 84 lumber employees,” the company said in a news release sunday. “84 lumber is a 60-year-old, family-owned american company that doesn’t just have jobs, but careers – with training and opportunities for advancement.”

If the company wanted attention, it certainly got it. Radick said the 84 lumber website traffic ballooned to 300,000 views within minutes of the commercial airing just as hernia discal lumbar sintomas y signos the first half of the super bowl between the atlanta hernia discal lumbar sintomas y signos falcons and the new england patriots ended. There were 6 million attempts in the first hour, which slowed access to the video.

Radick said in the first 12 hours after the spot hernia discal lumbar sintomas y signos aired, the original and director’s cut combined had 3.4 million views on youtube. He said the company ranked 20th on youtube’s site as of this morning. He said the reason the company referred viewers to the hernia discal lumbar sintomas y signos conclusion of the commercial was because fox did not allow hernia discal lumbar sintomas y signos 84 lumber to include a border wall in the broadcast hernia discal lumbar sintomas y signos portion of the ad. Broadcaster fox and the national football league have rights to hernia discal lumbar sintomas y signos approve the final ads that are aired during the game.

That editorial constraint led to an awkward commercial where the hernia discal lumbar sintomas y signos abridged story left the message unclear. And before the super bowl, forbes noted that “during consumer tests the ad reportedly performed poorly — largely because it didn’t reach a conclusion.”

Thomas ordahl, chief strategy officer at branding firm landor, said companies feel compelled to wade into controversial topics because hernia discal lumbar sintomas y signos their customers, or potential customers, want to know more about the values of the companies hernia discal lumbar sintomas y signos they patronize, whether it’s where it sources materials or positions on equal pay hernia discal lumbar sintomas y signos or immigration. They also try to reach them with feel good topics hernia discal lumbar sintomas y signos around the human condition.

Ordahl said it’s a delicate balance to make your message interesting without hernia discal lumbar sintomas y signos turning people off. He singled out automakers kia and honda for lighthearted pieces hernia discal lumbar sintomas y signos that dealt with weighty topics like the environment and capturing hernia discal lumbar sintomas y signos the human spirit. Ordahl said 84 lumber landed on the gloomier side of hernia discal lumbar sintomas y signos the ledger.

Ordahl said the audi advertisement using a father/daughter parable for gender pay equality was also a bit hernia discal lumbar sintomas y signos on the heavy side. “women I was with were put off by it,” he said. “you have to take a position to be relevant, and do it without being off-putting.”

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