How a Super Bowl ad helped 84 Lumber attract potential employees

The construction supply company’s TV spot about a mother and daughter immigrating to the U.S. didn’t just launch a political firestorm—it also showcased a new way for organizations to recruit talent.

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As with every Super Bowl, many people tuned in to this year’s match more for the commercials and entertainment than for the game.

One of the most interesting Super Bowl commercials had nothing to do with selling products or services. It was 84 Lumber’s “Mother/Daughter” spot, which aimed to help 84 Lumber recruit prospective employees.

That’s right. It was a Super Bowl ad that promoted an organization’s employer brand.

Here’s the spot that aired during the game:

Here’s “The Entire Journey”:

The spots point to a landing page where prospective candidates can see “The Entire Journey” and learn more about 84 Lumber through links to its social media channels and its Glassdoor page. Prospective employees can fill out a short form to request that a recruiter contact them.

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