Most of the ads for Sunday’s Super Bowl found their way online well before the game, but a few surprises made their way to game time. One of those was Dodge’s commercial for the Ram truck that used Dr. Martin Luther King Jr.’s voice to highlight the truck’s role in helping others in times of need. It was likely an ad that was meant to be uplifting and positive while also pushing the brand forward. It was also likely an ad that common sense should’ve nipped in the bud. The speech used came from February 4th 50 years ago and was meant to highlight the need for greatness and service according to Business Insider:
“Recognize that he who is greatest among you shall be your servant…That’s your new definition of greatness — it means that everybody can be great because everybody can serve,” King says in a voiceover during the commercial, which depicts fishermen, military, football players, and others on the job before cutting to shots of Dodge Ram trucks.
The commercial ends with Dodge’s tagline, “Built to Serve.”
People were not happy that a speech from MLK and the Civil Rights Movement was being used to sell a pickup truck. No matter the imagery or intention behind it, most people felt that using the late Civil Rights leader was in bad taste:
https://twitter.com/AthertonKD/status/960313590912729088
Ah yes, from Martin Luther King Jr's famous "I have a Dodge Ram" speech.
— Tim Hogan (@timjhogan) February 5, 2018
https://twitter.com/hunterw/status/960313690275876864
Yeah, because who knew MLK was talking about a Dodge Ram? Here I thought he was talking about equality.
— Ryan S. Clark (@ryan_s_clark) February 5, 2018
https://twitter.com/owillis/status/960314668421132288
I predict Dodge will be issuing an apologetic contribution to the Martin Luther King Jr Center for Nonviolent Social Change before sun up tomorrow
— Tim Miller (@Timodc) February 5, 2018
Not a fan of Martin Luther King ‘s words being used to sell me a ducking Dodge.
— Akilah Hughes (@AkilahObviously) February 5, 2018
https://twitter.com/_waleedshahid/status/960315303002624000
Have you no shame, Dodge? Seriously? Using Martin Luther King Jr.'s voice to sell Dodge Rams? Gross. Just gross. Where did you get an idea that tone deaf? Watching Pepsi commercials?#SuperBowlCommercial#SuperBowl
— Scott Santens (@scottsantens) February 5, 2018
https://twitter.com/imillhiser/status/960313724790861825
Did they just use a Martin Luther King Jr. speech to advertise a truck?
— Zito (@_Zeets) February 5, 2018
Dodge: We’re using Dr. Martin Luther King, Jr. voice in our Super Bowl commercial.
Everyone else: pic.twitter.com/Oc4cGtThOy
— 𝐃𝐄𝐈𝐳𝟒𝐋𝐢𝐟𝐞 (@Mo_Rease) February 5, 2018
"Buy a car." – Dr. Martin Luther King Jr.
— Ted Berg (@OGTedBerg) February 5, 2018
During his sermon of 50 years ago today, Martin Luther King also advised people not to spend too much money on their cars.
— Michael Beschloss (@BeschlossDC) February 5, 2018
The worst commercials are those that use icons like Martin Luther King Jr to sell things like a Dodge Ram truck.
— Matt Viser (@mviser) February 5, 2018
Martin Luther King over a truck ad that ends with “built to serve” is peak white supremacy
— river buddy butcher 🤠 (@rivbutcher) February 5, 2018
https://twitter.com/ryansatin/status/960314636263350272
Many people instantly thought back to Pepsi’s ad that tried to co-opt the #Resist protests and Black Lives Matter movement with help from Kendall Jenner. Some people did find the time for some mockery too:
Hi. Martin Luther King here for Dodge Ram.
— Peter Hamby (@PeterHamby) February 5, 2018
Now that Martin Luther King is endorsing a pickup truck from beoynd the grave i think we can all declare racism offically dead
— PFT Commenter (@PFTCommenter) February 5, 2018
“And now, your Super Bowl halftime performers: Justin Timberlake and a hologram of Martin Luther King Jr talking about how much he loves his new Dodge Ram.”
— Jess Dweck (@TheDweck) February 5, 2018
"Like a rock. OOOOOOOOOH like a rock."
-The Rev. Dr. Martin Luther King, Jr.
— Oolong Musk (@NatsinPA) February 5, 2018
All and all, we can likely expect an apology from Dodge on Monday morning. Either that or they’ll be ignoring a lot of very angry people flooding their social media.
(Via Business Insider)