Fox forced the Pennsylvania-owned company 4 Lumber to cut the ending of their controversial Super Bowl ad, which follows a mother and daughter on a “journey north.” The ending was supposed to be available on 84 Lumber’s website which, shortly after the first part of the commercial aired on Fox, crashed as curious Super Bowl viewers rushed to find out what happened next.
Maggie Hardy Magerko, the president and owner of the Pennsylvania-based company 84 Lumber, told The New York Times that her the company’s goal was to make a heartwarming commercial about an immigrant family. According to The Times, the original idea for the ad didn’t stipulate location for the story, leaving the company room for some plausible deniability that this was a pointed message about Mexican immigrants and Donald Trump’s proposed wall.
According to The Times:
Their journey appeared doomed once they reached the wall until a patriotic symbol inspired them to find a massive doorway—which is what the workers were creating all along. The final line: “The will to succeed will always be welcome here.” The ad, for which the company paid $5 million, will still air—but will focus on the journey and omit the wall entirely.
Fox declined to comment on the censored ad but their advertising guidelines prevent expressions of “viewpoint or advocacy of controversial issues.” Magerko—a Trump supporter according to her Times interview—expressed confusion about why the episode was such a problem. “I still can’t even understand why it was censored,” Magerko said. “In fact, I’m flabbergasted by that in today’s day and age. It’s not pornographic, it’s not immoral, it’s not racist.”