84 Lumber

Breaking the Internet & Winning the Super Bowl


Nothing too big, really. Just create a very big splash for the nation’s largest private building materials supplier with a very niche and little known brand. On advertising’s biggest stage. With the whole nation literally watching. Oh, and on a timeline that would only be described as “non-traditional” by most agencies.


A non-traditional, 90-second Super Bowl spot that conveys the core values of the company in a disruptive way that appeals to current brand loyalists, the expanding core audience of Millennials and a core group of prospective employees. Not to mention an integrated mix of support that included advertising, public relations, digital experiences, and social media.


84 Lumber challenged us to make sure the world knew who 84 Lumber was. They challenged us to do something BIG. And we delivered. In spades. We drove engagement around the brand and the brand’s values for more than three weeks, not just three hours during a football game. And that’s just the beginning. The numbers not only dwarf anything 84 Lumber has ever done, they rival what any brand has ever done, anywhere.

Let’s create something phenomenal together

The Work & Results…

Which super bowl advertisers expanded their social followings most?

SNL Imagines an Immigration-Themed Cheetos Ad

The Thinking Behind the 84 Lumber Super Bowl Ad

Social Media Response

real-time personalized responses in 24 hours

How Her Company Leveraged a Super Bowl Ad Smackdown

Super Bowl Ad to Kick Off Hiring Spree



Watch Super Bowl LI Commercials, From Worst to Best


on YouTube and Twitter

The Top 10 Super Bowl LI Ads Ranked by Digital Share of Voice

Named AdWeek’s


Escapism Reigns in Super Bowl Commercials, but Politics Proves Inescapable

Social Media Response

in a single weekend

The brand winners and losers of Super Bowl LI

Media Placements


84 Lumber leads with the highest impression rate

Maximized Media Efficiency


The 5 Best Ads of Super Bowl LI

Active Web Sessions

in a single weekend, a 1,500% increase over previous average

84 Lumber among Super Bowl ads that stood out in paid search

Video Views


84 Lumber Super Bowl Ad Shows Border Wall With a Big Door

Paid Search Click Through Rate


Factbox: Commercials slated to air during the 2017 Super Bowl

Social Shares


Super Bowl ads toned down by Trump's shadow?

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