For this sixth installment of #LatinoRebels10 in celebration of Latino Rebels’ 10th anniversary, we look back to a story from 2017 about a Super Bowl ad that was just a Trump talking point. For more installments, click here.
On February 5, 2017, during Super Bowl LI, a commercial by 84 Lumber that appeared to humanize the immigration debate was actually not that at all.
Instead, the commercial was just a tribute that what Donald Trump kept saying on the campaign trial—that his promised border wall would have a “big beautiful door.”
By the time we found out more about 84 Lumber, it was clear that the ad wasn’t really celebrating anything, just Trump talking points.
— Latino Rebels (@latinorebels) February 6, 2017
That disconnect only served to symbolize the polarization of the immigration debate and how it has also been dehumanized. The 84 Lumber hid its neo-nativism, fooling more people during a Super Bowl ad into thinking that it was elevating the plight of families fleeing violence for a better life.
That was just not true.
But it’s not like Super Bowl ads messed up before this. For example, take this ad from 2013:
Yes, we had takes about that ad as well.