Dodge Blasted for Using Martin Luther King Speech in Super Bowl Ad

MLK’s daughter tweeted she did not agree to use his speech in commercial

Chrysler had a dream its Dodge Ram Super Bowl commercial, complete with a Martin Luther King Jr. voiceover, would be a big hit.

Instead, many people are calling out the auto company for using a 50-year-old speech to sell trucks.

“If you want to be important, wonderful. If you want to be recognized, wonderful. If you want to be great, wonderful. But recognize that he who is greatest among you shall be your servant. That’s a new definition of greatness,” booms King’s voice in the ad.

As King preaches, viewers see several brave and uplifting scenes, including a dog being saved from rubble, a firefighter carrying a boy away from a fire, troops marching, and, of course, a Dodge Ram towing a chapel.

Chrysler and representatives for the King Estate did not immediately respond to TheWrap’s request for comment. But according to Slate, the company “worked closely with the representatives of the Martin Luther King Jr. estate to receive the necessary approvals,” said a representative from Ram Trucks. “Estate representatives were a very important part of the creative process.”

But Bernice King, MLK’s daughter, said otherwise. When asked on Twitter to whether the King family signed off on the commercial, she said “No.”

The response to hearing Dr. King’s voice in the ad was unfavorable:

A few people were willing to admit that they didn’t mind it: