84 Lumber Commercial 2017

This American lumber supplies chain has given the Super Bowl commercials a run for their money, with their first ever ad buy at the Big Game. And, they’ve gone BIG!

Securing 90-seconds of prime ad space, 84 Lumber is the only brand to purchase more than a minute of air time for a single slot. We also know that the family-run company has chosen hometown agency Brunner of Pittsburgh to make the creative. The commercial, which cost an industry-estimated $15 million, is set to air in the second quarter just before halftime.

What can we expect to see from the 84 Lumber Super Bowl LI ad? So far, we know that the company is using the slot to recruit, train and hire men aged 20-29. This will begin the launch of a year-long campaign that coincides with the company’s 2017 expansion – including 20 new store locations nationwide. One thing’s for sure, this 61-year-old brand has: “Been There. Built That.”

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Brunner of Pittsburgh