Dodge Ram criticized for using Martin Luther King Jr. in Super Bowl ad

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The first Ram Trucks commercial of the Super Bowl was a fanciful, Vikings-themed spot: a play on the Minnesota Vikings not making it to the game. But when the Dodge car brand used audio from a Martin Luther King Jr. speech in its second, minute-long ad, viewers were critical of the move, especially given King's remarks — even in the same speech — about the slick, manipulative nature of advertising. In the ad, called "Built to Serve," King's words from a Feb. 4, 1968 speech (delivered exactly 50 years ago) play over images including scenes of firemen at work, volunteers handing out turkeys, rescue workers on the job and a member of the military returning home to embrace his child.

 

The All-New Ram 1500 is designed to take on the most epic adventures, including this one - hauling a horde of Vikings across the Icelandic tundra, towing a massive Viking ship, all while singing a fast-paced version of Queen’s “We Will Rock You.” Their journey continues over sea as they row their Viking ship with their beloved truck in tow to America but are in for a shocking surprise. Luckily, they are driving the only truck that is indeed “built for the unexpected.”

 

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