Fox television network made sure politics and sports don't mix.
In one of the coveted commercial slots of the year - the Super Bowl - 84 Lumber placed an ad that ran like a short film with a bold statement.
In the original iteration, a Mexican mother and daughter are seen making a long, arduous trek to make it across the border in an attempt to become American citizens.
They hitch rides on trucks and trains, and after an epic hike across the dessert, an ominous wall, obviously resembling Trump's much-touted one, obstructs their path from going any further.
84 Lumber's mini-movie overstepped its boundaries.
Because the NFL asks for ads that aren't overtly political, Fox forced the Lumber company to run an edited version.
Fox expressed "concerns over some of the elements," so that 'element' was removed altogether, destroying the narrative of the ad's original intent.
Rob Shapiro, the chief client officer at Brunner, which is the agency that worked with 84 Lumber, said:
Ignoring the border wall and the conversation around immigration that’s taking place in the media and at every kitchen table in America just didn’t seem right.
If everyone else is trying to avoid controversy, isn’t that the time when brands should take a stand for what they believe in?
The butchered ad is titled "The Journey Begins," and at its conclusion, viewers are encouraged to watch the entire ad on their website.
To start, here is the edited, minute-and-a-half version of the ad that barely mentions the company it's advertising.
Many viewers were curious to see the original, nearly six-minute version, that a surge in traffic caused 84 Lumber's site to crash.
The ad ends with the hopeful statement, "The will to succeed is always welcome here."
To see the original ad titled, 'The Wall,' click over to the next page.