Ram’s Martin Luther King Jr. Super Bowl ad draws criticism

first_img PlayThe Rolls-Royce Boat Tail may be the most expensive new car everPlay3 common new car problems (and how to prevent them) | Maintenance Advice | Driving.caPlayFinal 5 Minivan Contenders | Driving.caPlay2021 Volvo XC90 Recharge | Ministry of Interior Affairs | Driving.caPlayThe 2022 Ford F-150 Lightning is a new take on Canada’s fave truck | Driving.caPlayBuying a used Toyota Tundra? Check these 5 things first | Used Truck Advice | Driving.caPlayCanada’s most efficient trucks in 2021 | Driving.caPlay3 ways to make night driving safer and more comfortable | Advice | Driving.caPlayDriving into the Future: Sustainability and Innovation in tomorrow’s cars | Driving.ca virtual panelPlayThese spy shots get us an early glimpse of some future models | Driving.ca We encourage all readers to share their views on our articles using Facebook commenting Visit our FAQ page for more information. See More Videos Buy It! Princess Diana’s humble little 1981 Ford Escort is up for auction An engagement gift from Prince Charles, the car is being sold by a Princess Di “superfan” advertisement Created with Raphaël 2.1.2Created with Raphaël 2.1.2 A 2019 Ram 1500 in a Super Bowl 52 ad, featuring an excerpt from a Martin Luther King Jr. speech. COMMENTSSHARE YOUR THOUGHTS RELATED TAGSNewscenter_img https://youtu.be/SlbY1tGARUA?list=PLNHFyWSuB8_igBoyf44Xn5fRiopkW669BThe advertisement was backed by the voice of Dr. King exalting the value of service and showed images of people helping each other intercut with video of the new Ram 1500, but was not approved by the King Center organization nor Dr. King’s daughter Bernice, who both decried the ad on Twitter. Ram instead got the rights from Intellectual Properties Management, the licenser of Dr. King’s estate.“Once the final creative was presented for approval, it was reviewed to ensure it met our standard integrity clearances,” Eric D. Tidwell, managing director for Intellectual Properties Management, said in a statement obtained by the Times. “We found that the overall message of the ad embodied Dr. King’s philosophy that true greatness is achieved by serving others.” Ram similarly stood behind the ad, saying it was honored to “celebrate” Dr. King’s words about the value of service.Several social media users also pointed out that the sermon excerpted for the ad, delivered by King exactly 50 years ago yesterday at Ebenezer Baptist Church in Atlanta, also touched on the evils of advertising and overspending on goods like cars. “Do you ever see people buy cars that they can’t even begin to buy in terms of their income?” King said in the sermon. “You’ve seen people riding around in Cadillacs and Chryslers who don’t earn enough to have a good T-Model Ford. But it feeds a repressed ego.”Ram is far from the first or only automaker to use Dr. King’s likeness in an advertisement. General Motors used images or Dr. King in 2006 for a Chevrolet Silverado spot; and Mercedes-Benz incorporated footage of King in a 2010 commercial. Ram‘s Super Bowl 52 ad, “Built to Serve,” has drawn criticism from several sides for backing its visuals with audio of an excerpt from a speech by the late civil rights movement leader Rev. Dr. Martin Luther King Jr.The Internet ire directed at the commercial came hard and swift, with many simply dumbstruck by the thought an automaker would appropriate a sermon by Dr. King to sell any sort of products, and others offering up pithy jokes.“MLK wanted equal rights and for me to buy a Dodge Ram,” one Twitter user was quoted in the New York Times. Another wrote: “Black people cant kneel and play football but MLK should be used to sell trucks during the super bowl. Unbelievable,” referring to the widespread disdain many NFL fans have shown towards player’s Colin Kaepernick’s silent protests of the U.S. national anthem ahead of football games he played in. Trending Videos The Rolls-Royce Boat Tail may be the most expensive new car ever Trending in Canada ‹ Previous Next ›last_img

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