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— Marcus A. Stricklin (@Marcus A. Stricklin)1517791604.0
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)1517791573.0
"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 🏳️🌈 (@Charlotte Clymer 🏳️🌈)1517791719.0
Check out more responses below:
Martin Luther King Jr. is being used to sell Ram trucks? That is the most fucked up thing of fucked of things.— Danko Jones (@Danko Jones)1517791711.0
"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… https://t.co/t6QatjOUw1— Razor (@Razor)1517791763.0
“And now, your Super Bowl halftime performers: Justin Timberlake and a hologram of Martin Luther King Jr talking ab… https://t.co/sUXOfgxWyU— Jess Dweck (@Jess Dweck)1517792551.0
Ah yes, from Martin Luther King Jr's famous "I have a Dodge Ram" speech.— Tim Hogan (@Tim Hogan)1517791581.0
Would MLK have rooted for the Eagles over the Patriots, Janet over Justin, Persil over Tide?— Preet Bharara (@Preet Bharara)1517793622.0
The worst commercials are those that use icons like Martin Luther King Jr to sell things like a Dodge Ram truck.— Matt Viser (@Matt Viser)1517791657.0
Not totally sure the Dodge RAM ad guys read that whole MLK speech.. https://t.co/QPa16BGv3d https://t.co/3eFVZjb3BB— Kate Aronoff (@Kate Aronoff)1517791859.0
Behind the scenes shot of the marketing meeting where they approved the MLK Dodge Ram commercial. #SuperBowl https://t.co/MEr9d3WJUF— St. Nick Jack Pappas (@St. Nick Jack Pappas)1517792098.0
Me after that MLK Dodge Ram commercial https://t.co/3TEVZgtvaZ— The Prince of Golden (@The Prince of Golden)1517791755.0