A Super Bowl ad that used the voice of Martin Luther King Jr. to sell pickup trucks was considered tone-deaf, provoking anger and controversy during the sporting event seen by an estimated 100 million people.
But is it still tone-deaf if the ad was approved by the entity that is the “exclusive licensor” for the Martin Luther King, Jr. estate? The one run by King’s son?
That’s exactly what happened, Slate reported.
MLK’s “Drum Major Instinct” sermon (you can read the entire speech here) serves as the voiceover for a Dodge Ram truck commercial. The speech, made by King in Atlanta on Feb. 4, 1968, praised service and warned against capitalism and marketing.
The Dodge Ram ad shows images of Americans with their families volunteering in their communities, working outside, riding horses, and teaching math. The description of the ad on the Ram Trucks YouTube page says, “In the spirit of Dr. Martin Luther King, Jr., Ram truck owners also believe in a life of serving others.”
Twitter users responded, saying Dodge Ram co-opted King’s words, which were spoken 50 years ago to the day by the Civil Rights activist. King was assassinated two months later.
King’s estate is notoriously litigious when it comes to using his speeches without permission, and restrictive when it comes to requests, Slate reported.
The King Center, a nonprofit established by MLK’s wife Coretta Scott King, distanced itself from the ad on Twitter:
Neither @TheKingCenter nor @BerniceKing is the entity that approves the use of #MLK’s words or imagery for use in merchandise, entertainment (movies, music, artwork, etc) or advertisement, including tonight’s @Dodge #SuperBowl commercial.
— The Martin Luther King, Jr. Center (@TheKingCenter) February 5, 2018
With a single word of disavowal, Bernice King, Martin Luther King Jr.’s daughter, responded to a tweet questioning King’s family for allowing such an ad to run:
No.
— Be A King (@BerniceKing) February 5, 2018
But someone gave Dodge permission to use King’s voice.
A separate entity controls King’s speeches and image, NBC News reported.
That entity — the Atlanta-based Intellectual Properties Management Inc. — is run by King’s son, CEO Dexter Scott King. It is the “exclusive licensor” of the estate of Martin Luther King, Jr.:
Eric D. Tidwell, managing director of the organization, said in a statement early Monday:
“We found that the overall message of the ad embodied Dr. King’s philosophy that true greatness is achieved by serving others. Thus we decided to be a part of Ram’s ‘Built To Serve’ Super Bowl program.”
Here’s more from Tidwell:
When Ram approached the King Estate with the idea of featuring Dr. King’s voice in a new “Built To Serve” commercial, we were pleasantly surprised at the existence of the Ram Nation volunteers and their efforts. We learned that as a volunteer group of Ram owners, they serve others through everything from natural disaster relief, to blood drives, to local community volunteer initiatives. Once the final creative was presented for approval, it was reviewed to ensure it met our standard integrity clearances.”
Here are some of the comments on Twitter showing how controversial the ad was:
You totally missed the mark with this commercial…#BlackTwitter
— Ch@ng3_Ag3nt (@Murphyjw55) February 5, 2018
https://twitter.com/SNLDREAMS/status/960314575945166849
https://twitter.com/SNLDREAMS/status/960328730127237120
https://twitter.com/zeldaisaliberal/status/960358141245341696
Are you guys morally tone deaf? I can’t believe you bought MLK’s words and voice to sell your trucks. People of color are not stupid. We do not believe you. @CharlesMBlow @kevin_powell @Sifill_LDF
— Michael Kobori (@KoboriGrillsCSR) February 5, 2018
Congratulations. Your ads are now as shitty as your trucks.
— The Opinionated Lab (@OpinionatedLab) February 5, 2018