PITTSBURGH – 84 Lumber, among the largest privately held building materials suppliers, aims its Super Bowl ad at getting management trainee candidates.
Super Bowl advertising – typically filled with beer, cars, and snack foods – is welcoming an unlikely new member to its increasingly expensive club this year – 84 Lumber.
But who is 84 Lumber and why are they doing a Super Bowl ad? As the nation’s leading privately held building materials supplier, 84 Lumber has long been a household name in the home building industry, but is largely unknown among the mainstream audience who will be watching the Super Bowl. And for a brand launching a yearlong national recruiting campaign, that presents a great challenge.
“For 60 years, this has been a company defined by its people, entrepreneurs who see opportunity where others don’t,” said Maggie Hardy Magerko, 84 Lumber owner and president. “Our next 60 years will be no different. That’s why we’re casting a wider net; we want the world to know 84 Lumber is the place for people who don’t always fit nicely into a box.”
84 Lumber’s Super Bowl spot is the launch of a national recruiting campaign for the company’s management training program. The campaign is targeting males’ ages 20 to 29 that want to take control of their careers and embody the entrepreneurial spirit that runs rampant at 84 Lumber.
84 Lumber’s agency partner in a variety of capacities for nearly a decade, Brunner, is handling creative, public relations, digital, social media, and media buying. Award-winning director Cole Webley will direct the 90-second spot that will air just before halftime. The company, agency, and director remain tight-lipped on the creative details, but say the purpose is to incite a broader conversation about careers in the home building industry.
“Our industry is going through a period of extreme disruption,” Hardy Magerko continues. “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 don’t need more people interested in doing the same thing that’s always been done. We need more people interested in creating their own path for themselves and for 84 Lumber.”
About 84 Lumber
Founded in 1956, 84 Lumber Company is the nation’s leading privately held supplier of building materials, manufactured components, and industry-leading services for single- and multi-family residences and commercial buildings. 84 Lumber operates more than 250 stores, component manufacturing plants, custom door shops, custom millwork shops, and engineered wood product (EWP) centers in 30 states, representing the top 130 markets in the country. 84 Lumber also offers professional residential and commercial contractors turn-key installed services for a variety of products including framing, insulation, siding, windows, roofing, decking, and drywall. A certified women’s business enterprise owned by Maggie Hardy Magerko, 84 Lumber was named as one of Forbes’ Best Midsize Employers in America 2016 and Forbes’ Largest Private Companies in America 2016. For more information, please visit www.84lumber.com.
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