Marketing Magic: 84 Lumber does a Super Bowl spot

The creative is still, well, in the process of creation, but one of our own will be featured in a big way during this year's highly coveted Super Bowl commercial spots.

84 Lumber is currently working with Brunner to create their first-ever Super Bowl ad: a 90-second commercial to be aired just before halftime of this year's game on February 5.

The spot, directed by Cole Webley, will promote a recruitment campaign for the company's management trainee program.

The mission statement: "Our industry is going through a period of extreme disruption," in the words of Maggie Hardy Magerko.

"I’ve always preferred to be the one doing the disrupting, rather than the one being disrupted," continued Magerko. "But to do that, we need to hire and train people differently. We need to cast a wider net, and to let the world know that 84 Lumber is a place for people who don’t always fit nicely into a box. We want people interested in creating their own path... for themselves and for 84 Lumber.”

Super Bowl ads from hardware and building supply industry players are rare, but not unprecedented -- for instance, Loctite.