Glorifying illegal immigration AND cheap labor.
Via NY Post:
Uplifting and patriotic ads are a staple of the Super Bowl, so last night the astonishing cynicism of that 84 Lumber ad really stood out. “Come on, illegal immigrants: Risk your lives, drag yourself across the harshest terrain and endure the most agonizing hardships. We need the cheap labor!”
In the 90-second spot for the construction-materials company, a Latino mother and daughter who are apparently sneaking across the southern border of the U.S. rise in the dark, walk along a barbed-wire fence, clamber aboard the boxcar of a moving train and wade across a river.
In the full-length, six-minute version, which the company said was rejected by Fox for being too political, the mother and daughter are despondent when they encounter an enormous wall in the desert. Then the little girl presents the mom with a crude American flag she has assembled from scraps of plastic bags, and the pair discover a gigantic set of doors in the wall. They proceed to stroll right through.