MEMPHIS, Tenn. (localmemphis.com) – The Dodge Ram Super Bowl commercial is sparking some criticism for its use of MLK, but not from the National Civil Rights Museum.
In the ad, Dr. Martin Luther King Junior can be heard giving the “Drum Major Speech”, which focused on service. It shows a variety of people from all different backgrounds helping others. At the end of the ad, Ram’s slogan “Built to Serve” appears on screen.
While many people were upset to see the civil rights leader’s speech used to advertise trucks, museum officials say they agree with the ad’s message.
“It was in keeping with the drum major speech is all about,” says Faith Morris. “It talks about doing service regardless of what your station in life is. Everyone should be focused on doing good.”
The King estate says it reviewed the ad before it aired to make sure it met its standards. And Fiat Chrysler, which owns Ram, says it worked closely with the King estate to receive the necessary approvals.