Dodge Ram├óΓé¼Γäós Super Bowl Commercial Slammed By Martin Luther King Jr.├óΓé¼Γäós Family For Using His Speech To Sell Trucks!

It seems like there’s always one commercial at the Super Bowl that leaves viewers scratching their heads…
And this year, it was all thanks to Dodge Ram’s ad for their trucks, which featured a part of a speech Martin Luther King Jr. gave in 1968. Paired with the tagline “built to serve,” many on the Internet felt the civil rights activist’s words were used solely to sell trucks.
Related: Melania & Ivanka Trump Roasted Over Their Black History Month Tweets
The late icon’s youngest daughter Bernice King and The King Center both condemned the commercial on Twitter on Sunday, writing:

Neither @TheKingCenter nor @BerniceKing is the entity that approves the use of #MLK├óΓé¼Γäós words or imagery for use in merchandise, entertainment (movies, music, artwork, etc) or advertisement, including tonight├óΓé¼Γäós @Dodge #SuperBowl commercial.
├óΓé¼ΓÇ¥ The King Center (@TheKingCenter) February 5, 2018

Meanwhile, Bernice responded to one Twitter user asking about MLK Jr.’s role in the ad, replying:

No.
├óΓé¼ΓÇ¥ Be A King (@BerniceKing) February 5, 2018

Yikes.
Interestingly enough, a spokesperson for Ram Trucks told Slate they “worked closely with the representatives of the Martin Luther King Jr. estate to receive the necessary approvals. Estate representatives were a very important part of the creative process.”
It’s unclear if Bernice’s siblings Dexter and Martin played a role.
Regardless, the Internet really wasn’t feeling the ad’s use of Martin’s words, slamming the brand on social media:

Everything about the Super Bowl was great, EXCEPT for that Ram Trucks commercial…
├óΓé¼ΓÇ¥ Greg (@RPBGreg) February 5, 2018

dodge ram commercial – I am disgusted at Dodge/GM in use of Dr. King’s voice and speech to hawk their wares.
├óΓé¼ΓÇ¥ fourthgirl (@fourthgirl1) February 5, 2018

I just watched the Ram MLK commercial. If you’re going to use a civil rights leaders message, then let it purely be about civil rights. No images of a product, just imagery of equality and coexistence. Then maybe a small Dodge logo at the end.@dimejibabalola @TrumanChapman27
├óΓé¼ΓÇ¥ Sxsdale (@sxsdale) February 5, 2018

Lmao Dodge used a MLK speech in a commercial for the Ram.
A bunch of white dudes really sat down and thought this is a good idea
├óΓé¼ΓÇ¥ IcaRas (@WarariJK) February 5, 2018

I├óΓé¼Γäóm so glad I wasn├óΓé¼Γäót the only one who wasn├óΓé¼Γäót a fan of the MLK Dodge Ram commercial.
DO NOT use MLK and his practices, speeches or intentions during black history month to sell a truck. No the fuck y├óΓé¼Γäóall won├óΓé¼Γäót.
├óΓé¼ΓÇ¥ Holly Golightly├ó┼ô┬¿ (@Bitch_youllGag) February 5, 2018