Just before Lady Gaga took the stage during halftime at the Super Bowl, a company called 84 Lumber aired one of the most cinematically striking and emotionally gripping commercials of the game. The 90-second ad, which followed a mother and daughter’s journey from Mexico to the US, was beautiful and provocative, and got a lot of people talking.

Many of them wondered what on earth 84 Lumber was, and what the company was trying to say.

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