First-time Super Bowl advertiser 84 Lumber said Fox rejected its original ad, which showed a wall, for being too controversial. The ad that aired during Sunday's game showed a mother and daughter traveling through Mexico, then directed viewers to go online to see the conclusion of their story.
The website provided by the company appeared to be having some problems, but the full ad was also available on YouTube.
The spot posted online runs a little under 6 minutes and shows construction workers erecting a structure. The mother and daughter are then shown coming upon a towering wall, and appearing defeated. As it turns out, the workers were building a massive wooden gate in the wall, and the mother and daughter push through it to cross into the other side.
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The ad ends with the words, "The will to succeed is always welcome here."
While a few other advertisers hit on relatively safe themes of inclusiveness, the spot by 84 Lumber appeared to take a more direct stand against President Donald Trump's promise to build a wall along the U.S.-Mexico border.
Other Super Bowl ads took on a political tone, with Airbnb's ad featuring a diverse group of people touting a message of acceptance will also be seen by many as a criticism of Trump’s immigration policies.
The ad was among the most talked about, generating nearly 70,000 tweets between 6:30 p.m. and 10 p.m. EST, data from digital marketing technology company Amobee shows.
During the pre-game, Coca Cola re-aired its ad from the 2014 Super Bowl, which featured "America the Beautiful" sung in different languages, which prompted more than 69,000 tweets.
Budweiser’s spot, telling the story of Anheuser-Busch’s immigrant co-founder Adolphus Busch had been the subject of criticism prior to ads running as it had been released the week before and stirred anger with Trump supports.