#PAID
FORD: Built Tough, GMC: We Are Professional Grade, Dodge: MLK?
On February 4th, 2018, just a couple weeks ago, Dodge aired a brand new commercial during the primetime of the Superbowl LII. The Superbowl is a time where even non-football fans tune in to watch solely the commercials due to their extremely high quality, well thought out plots and relative content — well, for the most part. Knowing this, it is evident that in today’s society each and every one of these commercials will curate reactions online.
See below, the infamous commercial and muster up some thoughts yourself before I delve into the thoughts expressed on social media.
The Official Ram Trucks commercial caused an uproar across various platforms having people blowing up Twitter almost instantly. Dodge took the last solemn from Martin Luther King Jr himself which criticizes man’s need to feel superior and man’s “desire to be out front, a desire to lead the parade.” He emphasized that people should instead utilize this instinct “to be first in love, to be first in moral excellence and to be first in generosity.”
Dodge strategically took a part of his solemn and worked it to fit in line with their message which is displayed in the YouTube description on their channel,
“In the spirit of Dr. Martin Luther King, Jr., Ram truck owners also believe in a life of serving others. They serve because they’re driven by a higher calling. They serve because they feel a shared responsibility and commitment to their family and community. They serve because they’re men and women of their word. They serve because they know the world could use a little more kindness.”
In the latter of his solemn he actually recites,
“Do you ever see people buy cars that they can’t even begin to buy in terms of their income? You’ve seen people riding around in Cadillacs and Chryslers who don’t earn enough to have a good T-Model Ford. But it feeds a repressed ego… Now the presence of this instinct explains why we are so often taken by advertisers… You know, those gentlemen of massive verbal persuasion. And they have a way of saying things to you that kind of gets you into buying. In order to be a man of distinction, you must drink this whiskey. In order to make your neighbours envious, you must drive this type of car. In order to be lovely to love, you must wear this kind of lipstick or this kind of perfume. And you know, before you know it, you’re just buying that stuff.”
Ironic that the purpose of this speech actually exploits the truth of advertising and capitalism in general yet the wisest points are still taken and morphed by those big influencers he was referring to — reinforcing that society does indeed tell you “you must drive this type of car”.
Getting down to the nitty gritty here, this is exactly what the majority of people thought about this dub on MLK’s solemn.
One factor that was overlooked is that the commercial also attempts to create awareness for Ram Nation, a volunteer initiative which focuses on various things, from disaster relief to blood drives or simply helping out a neighbour. Despite these positive initiatives, the only plug for Ram Nation occurs in the very last frame and appears to be of much less of a significance than the truck itself.
Few people argued the latter,
We could also ask @TanyaHazou, “Yes, why does everything get twisted?” aka, Martin Luther King Jr’s actual message.
And another individual was optimistic, overlooking the capitalist drive embedded the commercial.
Overall, the reactions were not good — viewers saw this as a tone-deaf, manipulative move from capitalists. Taking the words from a man who fought for civil rights and moral equity and morphing them into words which imply who you will be if you own a specific truck, what you will be able to do if you have this truck and how you will be seen if you’re driving this truck — all social constructions.
On the other end of the spectrum coming from a capitalist standpoint, these words are the perfect way to empower Americans and Americans in particular with this material good in mind. A large portion of America is still rooted so deeply in Nationalism, rather than Patriotism — they will support the nation and its constructs endlessly.
Despite the manipulation of this empowering solemn given by the Nobel Peace Prize Recipient, this message would resonate with those who believe in the power of being American and those who are still deeply rooted in rough masculinity, and these individuals would just so happen to be conveniently watching the Superbowl. The commercial works to inform this audience that this truck will pave the road to this sort of ‘greatness’.
With approximately 103.4 million people watching and a large portion of this coming from America and American men, in particular, there would be no better time for Dodge to hit their target audience.
Consider a widely broadcasted program such as the Grammy’s or the Oscar’s and note the audience it mainly attracts, the criticism would have been perhaps even greater and the acceptance or reception of the commercial, much much lower.
At a starting price of $34,365 and an audience of 103.4 million the $5 million investment would be quickly paid off if only 146 of these viewers bought the most basic truck that Dodge has to offer. Coming from a car background myself I can assure you these numbers are astonishing. In my small rural city, it is normal for our sales team to sell 60–90 new cars a month with no extra events or promotion. Now add in potential interest, insurance sales, maintenance packages, accessories, and trade-ins on top of the initial cost of the truck — Dodge is flying, the chance for their revenue to skyrocket is unbelievable.
Perhaps the move was genius in some ways; they brought back the memory of world a renowned hero during one of the most viewed broadcasts, that which is conveniently viewed enormously by their target demographic. In addition, it just so happens a portion of them might have let their moral guard slip just a bit thanks to some Superbowl Sunday pints.
As corrupt as this move may be, from an executive standpoint it is arguably extremely beneficial on the cooperate spectrum.
