People are calling out Dodge for using an MLK quote to trying to sell trucks in a Super Bowl ad that aired on Sunday.
The ad shows various images of athletes, soldiers and kids alongside shots of Dodge Trucks as clips of King's “Drum Major Instinct” sermon air. King delivered this speech 50 years ago on Feb. 4, 1968.
“If you want to be important, wonderful. If you want to be recognized, wonderful. If you want to be great, wonderful,” King says in the speech. “But recognize that he who is greatest among you shall be your servant. That’s a new definition of greatness.”
The ad ends with words that read: “Built to serve: Ram.”
The King Center posted a tweet on Sunday saying that they nor King's daughter Bernice King were responsible for approving the use of his speech in the ad.
Neither @TheKingCenter nor @BerniceKing is the entity that approves the use of #MLK’s words or imagery for use in merchandise, entertainment (movies, music, artwork, etc) or advertisement, including tonight’s @Dodge #SuperBowl commercial.— The King Center (@TheKingCenter) February 5, 2018
Folks on Twitter called out the company's insensitive use of King's words to sell trucks. Here are some of the responses from people calling out Dodge's attempt to profit from King's legacy:
No.— Be A King (@BerniceKing) February 5, 2018
So that means the King children allowed Dr. King’s voice to be used to sell me a Dodge truck. pic.twitter.com/RRoRAbsvCH— Michael Arceneaux (@youngsinick) February 5, 2018
Ok that was weird, and not in a good way, hearing MLK's words used to sell products … #SuperBowlAds— Joy Reid (@JoyAnnReid) February 5, 2018
Don't use MLK to sell fucking trucks.That ad turned my stomach @Dodge— Oliver Willis (@owillis) February 5, 2018
Black people cant kneel and play football but MLK should be used to sell trucks during the super bowl. Unbelievable.— Akilah Hughes (@AkilahObviously) February 5, 2018
who knew mlk was talking about pickup trucks this whole time— Tracy Boomeisha-Ann Clayton (@brokeymcpoverty) February 5, 2018
