Dodge gets slammed for using a Martin Luther King Jr. speech in their Super Bowl ad
Dodge made a misstep on Sunday when it ran a Super Bowl LII ad that used the words of civil rights activist Martin Luther King Jr. to...market trucks.
The car company drew criticism online for pulling from King's "Drum Major Instinct" speech given 50 years ago on February 4, 1968. As Adweek noted, even the official Twitter account for the The King Center commented on the advertisement.
Neither @TheKingCenter nor @BerniceKing is the entity that approves the use of #MLK’s words or imagery for use in merchandise, entertainment (movies, music, artwork, etc) or advertisement, including tonight’s @Dodge #SuperBowl commercial.
— The King Center (@TheKingCenter) February 5, 2018
Within minutes of its airing, people on Twitter were calling out the advertisement for its use of King's words to turn profit – a tone deaf misuse of his message.
You totally missed the mark with this commercial...#BlackTwitter
— James Murphy (@Murphyjw55) February 5, 2018
I seriously just can’t believe y’all did this during BHM. “Built to serve” is not the message that speech. Who is on your marketing team? Fire them all #blacktwitter
— Bri Love (@melanineclectic) February 5, 2018
it’s a bold move to use mlk to sell dodge rams during a game in a league that blackballed a man for speaking out against racism. yikes
— lindsey (@Lindzeta) February 5, 2018
Don't use MLK to sell fucking trucks.That ad turned my stomach @Dodge
— Oliver Willis (@owillis) February 5, 2018
Does the Martin Luther King Jr. Dodge come with the Rosa Parallel Parks assist feature? Because if not you can keep it.
— Travon Free (@Travon) February 5, 2018
Behind the scenes shot of the marketing meeting where they approved the MLK Dodge Ram commercial. #SuperBowl pic.twitter.com/MEr9d3WJUF
— Nick Jack Pappas (@Pappiness) February 5, 2018
A Martin Luther King Jr speech to sell @Dodge Ram trucks? Totally offensive. #mlk
— Justine Bateman (@JustineBateman) February 5, 2018
MLK wanted equal rights and for me to buy a Dodge Ram #SuperBowl
— Ja'han Jones (@_Jahan) February 5, 2018
Yeah, because who knew MLK was talking about a Dodge Ram? Here I thought he was talking about equality.
— Ryan S. Clark (@ryan_s_clark) February 5, 2018
How many people are involved in the production of Super Bowl ad, and how did all of them think "MLK loves Dodge trucks" was good
— Josh Billinson (@jbillinson) February 5, 2018
I think @Dodge officially lost the Super Bowl with that commercial. Guessing a diverse and inclusive workplace might have let them know that it wasn’t a good idea to use MLK to try to sell trucks.
— Ryan Gavin (@TheRyanGavin) February 5, 2018
No please God: MLK’s voice in a Dodge Ram commercial? Ultimate American grotesque.
— Dan Rodricks (@DanRodricks) February 5, 2018
[H/T: Adweek]
