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.