Different sites are declaring different Super Bowl commercials the best in their various rankings today, but in reality there is only one clear winner. 84 Lumber, a Pittsburgh area-based company which aired its first-ever Super Bowl ad, is the only one to top 7 million views on YouTube and Instagram and have its web site crash due to the resulting controversy.
How did a lumber company which spent a total of $736,000 on marketing in 2015 become one of the biggest stories of Super Bowl LI? First it spent upwards of $15 million on a 90-second commercial that was not only technically and artistically brilliant, but also managed to press every single hot button connected to the immigration debate.