Ram Trucks Commercial With Martin Luther King Jr. Sermon Is Criticized. The online blowback was swift for Ram on Sunday after the carmaker used a sermon given by the Rev. Dr. Martin Luther King Jr. as the voice-over for a Super Bowl ad. The general sentiment: Did the company really just use Dr. King’s words about the value of service to sell trucks? The commercial showed scenes of people helping others while Dr. King extolled the virtues of service. At the end, the phrase “Built to Serve” was shown on the screen, along with the Ram logo. “MLK wanted equal rights and for me to buy a Dodge Ram,” one Twitter user wrote. Another wrote: “Black people cant kneel and play football but MLK should be used to sell trucks during the super bowl. Unbelievable.”
The response put Ram in a position that advertisers dread — misfiring with a commercial in the Super Bowl, which sells 30 seconds of airtime for upward of $5 million and is watched by more than 100 million people.