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Dodge Ram under fire for using MLK speech in Super Bowl ad

By
Associated Press
Published Feb. 4, 2018, 9:52 p.m. ET

Fiat Chrysler is using the 50th anniversary of a Martin Luther King Jr. speech to sell trucks.

King’s voice rings out as the ad for Ram Trucks shows a series of ordinary people in acts of love. In his speech, King called on people to show greatness through kindness and service. The point? Ram’s tagline: “Built To Serve.”

The ad, which wasn’t released early, contrasted with the humor many other brands are going for.

Ram Trucks is getting mixed reactions. Many Twitter users were put off by the use of an MLK speech to sell trucks. Others appreciated the sentiment.