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.
MLK did not die to be featured In a Dodge commercial. #SuperBowl
— TokenSuperhero (@MarcusTheToken) February 5, 2018
SB Nation’s Tim Cato sarcastically mused that King “always wanted his speeches used to sell trucks, i’m sure.”
martin luther king jr always wanted his speeches used to sell trucks, i'm sure
— Tim Cato (@tim_cato) February 5, 2018
“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.”
It’s incredibly disgusting for Dodge to exploit Martin Luther King’s words to sell Ram trucks. Tone deaf as hell.#SuperBowl
— Charlotte Clymer🏳️🌈 (@cmclymer) February 5, 2018
Check out more responses below:
Ram trucks put that MLK speech in their commercial and thought they successfully defeated racism
— I miss seeing my team in Champions League (@BasedChasen) February 5, 2018
Martin Luther King Jr. is being used to sell Ram trucks? That is the most fucked up thing of fucked of things.
— Danko Jones (@dankojones) February 5, 2018
"I have a dream that my children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their fully loaded Dodge Ram 1500."
— Razor (@hale_razor) 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
Ah yes, from Martin Luther King Jr's famous "I have a Dodge Ram" speech.
— Tim Hogan (@timjhogan) February 5, 2018
Would MLK have rooted for the Eagles over the Patriots, Janet over Justin, Persil over Tide?
— Preet Bharara (@PreetBharara) February 5, 2018
There was audible painful groaning at the Super Bowl party I’m at as everyone realized Dodge Ram was trying to profit off of an MLK speech
— Hunter Walker (@hunterw) February 5, 2018
— Oliver Willis (@owillis) 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
— Kate Aronoff (@KateAronoff) February 5, 2018
— Nick Jack Pappas (@Pappiness) February 5, 2018