People are pissed that Ram used an MLK sermon to sell cars, considering he literally condemned car ads in the same speech. An excerpt from Dr. King's 1968 sermon “The Drum Major Instinct” was used in the truck company’s Super Bowl spot. The ad celebrated the greatness in service and compassion.
Viewers immediately pointed out the irony of the ad, considering MLK condemned car ads in the same sermon, which stated, “We are so often taken by advertisers. You know, in order to make your neighbors envious, you must drive this type of car. I got to drive this car because it’s something about this car that makes my car a little better than my neighbor’s car.”
A 30-second Super Bowl commercial can cost more than $5 million. Fiat Chrysler automobiles, which owns brands like Ram, Jeep and Dodge, aired five different ads throughout the night. But its MLK-focused spot easily for the most attention — for the wrong reasons.
@sadsackjetsfan tweeted, “If you thought that MLK/Dodge Ram ad was in bad taste just wait for the Ghandi/Weight Watchers spot during the next commercial break.”
@itsthereal tweeted, “Not sure MLK’s dream was to drive a Dodge Ram.”
Fiat Chrysler Automobiles said it worked with Dr. King’s estate to get the ad approved, but that didn’t really help their case.