Erik Brady

USA TODAY Sports

84 Lumber’s revised Super Bowl ad is online now. It’s called The Journey Begins and follows a Mexican woman and her daughter as they pack their belongings for a trip. Then they join others on a journey over fields and streams and railroad tracks.

The 90-second ad ends with mother and daughter holding hands. Onscreen instructions ask viewers to “See the conclusion at Journey84.com.” That’s where the rest of the story from the original ad will appear, including imagery of a border wall that the company says was rejected by FOX. The revised ad will air just before halftime and the online conclusion becomes available then.

“This ad serves as the launch pad for 84 Lumber’s 2017 recruitment campaign,” writes Michael Brunner in an email to USA TODAY Sports. “We’re lucky to have a client who is not only unafraid of investing in a 90-second Super Bowl spot, but also willing to push the creative envelope. Sometimes you need to take a stance if you want to make an impact with your target audience. But in the process, you may also create detractors.”

Brunner, who is chairman and CEO of the agency that produced the ad, says brands have to think long and hard if they want to take sides in today’s politically charged environment.

“I don't think that means we should stay away from anything controversial, though,” he writes. “If everyone else is playing it safe, those that take a risk have an opportunity to stand out even more. We believe if a client is sharing a genuine message they’re passionate about, the risk is usually worth the reward.”