SBD/January 11, 2017/Marketing and Sponsorship

Wood You Rather? 84 Lumber Making Super Bowl Debut With 90-Second Commercial

84 Lumber will run a 90-second spot in Super Bowl LI next month "just before halftime,” according to Tim Grant of the PITTSBURGH POST-GAZETTE. Brunner, Pittsburgh, has “managed all aspects of the company’s Super Bowl debut.” Brunner “declined to disclose details about the ad’s creative content or confirm how much 84 Lumber is paying for the 90-second spot.” Brunner CEO & Chair Michael Brunner said, “The opportunity to tell a story in 90 seconds is three times greater than what we would have in 30 seconds. We can be significantly more impactful in 90 seconds than 30.” The 84 Lumber Super Bowl ad will “kick off aggressive expansion plans” for ‘17, helping the company “reach its target audience of males age 20 to 29 years old” (PITTSBURGH POST-GAZETTE, 1/11). Brunner Chief Creative Officer Rob Schapiro said that the ad would “take consumers on a journey.” Schapiro: “We think people will be moved by it and that it will spark conversation -- it's not typical subject matter for this arena.” This is Brunner's “first time creating a Super Bowl spot” (, 1/10).
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