Internet lambastes 'tone deaf as hell' Dodge Ram ad that uses MLK's legacy to sell trucks
Screenshot of Dodge's 2018 Ram ad (left) and a photo of Dr. Martin Luther King, Jr. (right, via Wikimedia Commons).

Move over, Kendall Jenner — there's a new ad that seeks to exploit black activism for profit, and it's just in time for Super Bowl Sunday.

"Greatness is a truck," proclaims Dodge's Super Bowl advertisement for their 2018 Ram pickup truck, noting that 50 years ago today, Dr. Martin Luther King, Jr. gave his famous "Drum Major Instinct" speech before Ebenezer Baptist Church two months to the day before his assassination.

"MLK did not die to be featured in a Dodge commercial," one user noted.


SB Nation's Tim Cato sarcastically mused that King "always wanted his speeches used to sell trucks, i'm sure."


"It’s incredibly disgusting for Dodge to exploit Martin Luther King’s words to sell Ram trucks," the Human Rights Campaign's Charlotte Clymer tweeted. "Tone deaf as hell."

Check out more responses below: