Retooled Super Bowl Ad Propagandizes Against Trump's Wall: Illegals 'Always Welcome Here'

In the ad's initial iteration, a Mexican mother and daughter, who appear to be on their way to the United States, come across a depiction of an imposing border wall, reminiscent of the one Trump has touted will eventually divide the country from Mexico.

"Ignoring the border wall and the conversation around immigration that's taking place in the media and at every kitchen table in America just didn't seem right," said Rob Shapiro, the chief client officer at Brunner, the agency that worked with 84 Lumber to come up with the ad. "If everyone else is trying to avoid controversy, isn't that the time when brands should take a stand for what they believe in?"

But while 84 Lumber believed in its message, Fox, which will air the game on Sunday, thought it was a little too controversial.

"Fox would not let us air 'the wall,'" Schapiro said.

"Of course we were disappointed," added Amy Smiley, 84 Lumber's director of marketing. "But ultimately, it's their network and their decision."

Smiley said Fox expressed "concerns about some of the elements" in the initial spot and so when the network ultimately rejected the ad last month, she "understood their reasons."