How about a shout-out to my fellow Westsylvanians, 84 Lumber, whose censored commercial is generating a ton of commendations and criticism this morning along with those other legendary political dissidents, Coca-Cola and Anheiser-Busch. I mean, who do they think they are? McDonalds?
84 Lumber had been getting some press in the weeks leading up to the Super Bowl about their mysterious ad buy. Specifically, why is a regional lumber company from Pennsylvania’s Laurel Highlands spending millions and millions of dollars on the most expensive media night of the year. Sources at 84 would only say that they were looking to recruit a new generation of young, career-minded, not-necessarily-college-educated employees looking to exchange hard work for stability in the new economy. So, yeah, that ad was about attracting job applicants, not about selling you nails, shingles, and plywood. They wanted to get the word out, and I think they succeeded with an ad that, with few words and in just a few minutes, sums up the best about America–and the worst of our recent, wreckless indulgence in whining nationalism.
The predictable flurry of hyperventilating anti-immigrant verbal diarrhea immediately began splashing across the internet following the release of this video, “…but, but, but it they’re illegal and illegal is illegal and my grandparents had papers and went through Ellis Island and besides they’re white and learned English and…” you know the spiel.
Do I need to point out that the immigrant in the video doesn’t climb the fence or burrow beneath it? She finds a gate–that’s symbolism, folks–even Donald Trump said his shiny wall would have a lovely gate. The best gate, in fact. Better than anyone else’s gate (and he’s the only one who can build it.) So, yeah. There’s no ass-covering here–the huffing and posting is garden variety xenophobia–and to hell with that. The symbolism that moves me–almost to tears, and in love of this screwed up country of ours–is at the very end when we see what the little girl has been doing with all the scraps of plastic trash and disgarded material she’s gathered through her voyage. Because yeah, I want that kid as my neighbor–not some melanin-obsessed speak-english-only redneck hump shouting just because he likes the sound of his own voice.