When 84 Lumber set about making an ad for the Super Bowl, the company didn’t expect that their full commercial wouldn’t make it to air. But Fox forced the Pennsylvania-owned company to cut the ending of the spot, which follows a mother and daughter on a vague “journey north.” The ending was then 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 earlier this week that the company’s intent was to make a heartwarming commercial about an immigrant family. According to The Times, the original storyboard for the ad didn’t stipulate a 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 the network’s 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.”

The commercial was, however, effective in driving traffic to 84 Lumber’s website. That is, after all, the goal of every Super Bowl ad.

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