An American building materials company was forced to edit its Super Bowl ad to meet NFL standards, according to a new report.

84 Lumber produced a commercial showing a Mexican mother and daughter heading to the United States. 

The two come across a wall along the U.S.-Mexico border — similar to the one proposed by President Trump.

But Fox Sports wouldn’t let the wall itself into the commercial. The company’s director of marketing said Fox cited “concerns about some elements,” according to The Washington Post.

The NFL typically requests ads not to be overtly political during the Super Bowl. The company ran an edited version on TV, but encouraged viewers to see the full version — which is more than three minutes long — online.


“Ignoring the border wall and the conversation around immigration that’s taking place in the media and at every kitchen table in America just didn’t seem right,” Rob Shapiro, the chief client officer at the agency that worked with the company on the ad, told the Post.

“If everyone else is trying to avoid controversy, isn’t that the time when brands should take a stand for what they believe in?”

The ad that ran during the Super Bowl encourages viewers to “see the conclusion” of the journey on its website,

Airbnb skirted around directly political messages in its ad promoting acceptance that aired at the Super Bowl on Sunday night as well.

Watch the full version of the 84 Lumber ad above, and the edited version below: