- The Washington Times - Thursday, January 19, 2017

Fox has rejected a Super Bowl LI ad for a Pittsburgh-based building supply company because a border wall depicted in the ad was seen as too “controversial,” according to the advertising company that created the spot.

Fox asked for changes to the 90-second commercial from 84 Lumber, a first-time Super Bowl advertiser, the CEO of ad agency Brunner said in a statement Wednesday, AdWeek reported.

“FOX rejected our original commercial because they determined that some of the imagery, including ‘the wall’ would be too controversial,” CEO Michael Brunner said. “So we went back and revised the spot to make it acceptable to them.”

The ad focuses on recruitment and originally included images of immigrants unable to cross the border due to “the wall,” Campaign reported.

“Parts of it were shot out west, parts of it are in Mexico,” Mr. Brunner told a local CBS News affiliate. “There’s some elements in it that are … can be considered politically sensitive.”

The ad was apparently a metaphor about the President-elect Donald Trump’s promise to build a wall on the U.S.-Mexico border, but Mr. Brunner insisted it wasn’t meant to be partisan statement.

“The point isn’t to say anything about a political stance one way or another,” he told The New York Post. 

He said in his statement that 84 Lumber is “a company looking for people with grit, determination and heart, no matter who they are, where they come from, or what they look like.”

“We definitely are open to all walks of life,” said 84 Lumber’s director of marketing, Amy Smiley, Campaign reported. “We want people to be aware of who we are and come to our website.”

Mr. Brunner said the company accepts Fox’s request and is working hard on a replacement.

“They are the host. We’re paying the dollars, but they are the host,” he told CBS.

84 Lumber said it will post the original ad online during the Super Bowl. If their new ad is approved, it is scheduled to air before halftime, The Post reported.

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