84 Lumber forks over $15M for Super Bowl LI spot
There's gonna be a new player in the field of Super Bowl LI this year — and it's from Pittsburgh.
Biz publication AdWeek reports 84 Lumber is spending $15 million on a 90-second commercial — the only brand to buy more than a minute of air time for a single spot.
The spot is scheduled to air right before halftime.
For its commercial, 84 Lumber will go through Pittsburgh-based ad agency Brunner. It will be the first ad by a Pittsburgh-based agency in decades.
AdWeek cites several sources in reporting the rate for a 30-second spot is $5 million-plus.
In all of 2015, 84 Lumber spent only $736,000 in domestic marketing, according to Kantar Media.
The ad will highlight a yearlong campaign by 84 Lumber to recruit workers — specifically, men ages 20 to 29 — seeking long-term jobs rather than contract jobs.
"Our industry is going through a period of extreme disruption," said owner and president Maggie Hardy Magerko in a statement. "And I've always preferred to be the one doing the disrupting, rather than the one being disrupted. 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."
As for the company, this from AdWeek:
84 may be new to the national advertising scene, but it includes some 250 locations across 30 states and made Forbes' 2016 list of "Largest Private Companies in America." It is also one of the biggest such businesses run by a woman; Hardy Magerko was chosen by her father at the age of 27 to lead the company he founded in 1956.
Other new companies buying Super Bowl ads for the first time: Febreze, Mr. Clean and GNC.
It's popping up all over the place.
No, we said popping not ... nevermind.
Wine, cats, coffee — what more could you ask for?
A Georgia driver hit more than a bump in the road while driving.
Elysia Morris said she was driving her red BMW through a construction zone when a truck was driving toward her without stopping.
She said she veered to the left to avoid a possible collision when her car got stuck in fresh, wet concrete.
"[The truck is] still driving towards me, still honking the horn, so I bear over to the left and my car ends up submerged in fresh, wet concrete," Morris said.
Morris was rescued safely, but her car was lodged deep into the mixture.
She said the construction company told her the concrete would cure in an hour and the tow truck that responded asked her to sign a waiver saying the county wasn't responsible for any damages before they would tow it.
She refused to sign, and they left the concrete to dry around her car, cementing it into the street.
Construction workers eventually used a jack hammer to remove the block of concrete and the car and loaded it onto a flatbed truck.
Condolences are pouring in from all over ... for a girl they never knew. But her story speaks to all of them.