The spot, to air in the second quarter just prior to halftime, is designed to recruit associates eager to develop careers with the 61-year-old brand. Its first-ever Super Bowl spot will evolve into a year-long recruitment campaign, targeting men, aged 20-to-29, with promises of job training and career development.
Spending an industry-estimated $15 million on a single Super Bowl spot is certainly a bold way to spread the word. 84 Lumber worked with Pittsburgh-based Brunner, its agency partner of more than five years, on the creative strategy and media-buying for the effort.
The Super Bowl spot “speaks highly of 84 Lumber’s willingness to take part at that level, with what they think is a very important message,” said Rob Schapiro, chief creative officer at Brunner. He noted that the minute-and-a-half spot would take consumers on a journey. “We think people will be moved by it and that it will spark conversation—it’s not typical subject matter for this arena,” he said, declining to disclose more of the messaging.
This is Brunner’s first time creating a Super Bowl spot. Cole Webley, who has worked for Lexus, Adidas and Samsung, will direct. In 2015, 84 Lumber spent around $775,000 on measured media in the U.S., according to Kantar Media.
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