Ram Trucks’ + MLK’s Speech: Smart Combo? #PAID
The Super Bowl have always been one of those events with an impact similar to that of the Olympics that had all the football fans tuned in and glued to TVs. It was a night to be remembered not only for the football fans but also for those who saw the Ram Trucks’ advertisement. The advertisement included snippets from one of the final speeches of the late Dr. Martin Luther King Jr’s, “The Drum Major Instinct.” This particular speech was to motivate people to pursue greatness but through service and love (mlkonline.net). It was a speech to be remembered as motivational, inspiring, captivating, something that people held dear to them, but was instead used in Ram Trucks’ advertisement for selling cars. The consequence of this decision was an unsurprising public backlash from all sides.
At the end of the video, three words “Built to Serve” appears on screen which was to sell the idea of a better and improved mechanics of the Ram Trucks for a better experience of the driver, but it emulates the theme from King’s speech, “The Drum Major Instinct.” You might think of why this idea was even green lit in the first place, but at the most basic and peripheral level of comprehending King’s speech, I have to admit the advertisement actually works pretty well. The ending and most memorable part of King’s speech was used and helped the advertisement to gain more impact. Yes, that is true on a peripheral analysis of the case. However, after a deeper analysis of the situation, most of MLK’s speech was deemed as iconic and respected speeches, therefore having to hear it being used in an advertisement for a car was downright disrespectful and off-putting to many.
In terms of thinking from the executives point of views and why they thought this was an idea worth investing $5+ million dollars, it was clear that they thought this would work well in resonating with the audience. They probably thought it was a smart use of the famous speech to creatively use it in an advertisement. In addition, it was even proven to be successful in several scenarios in the past. In 2013, Ram Trucks made an advertisement that used a conservative commentator’s, Paul Harvey, speech of “So God Made a Farmer.” Another example that caused positive response from the crowd and made Fiat Chrysler a famous company for making clever Super Bowl ads was the 2011 Super Bowl 2-minute ad that touched on the resurrection of Detroit after the US regression with the use of Eminem’s song in the background (variety.com). That in itself was validation that this particular concept or theme of using famous or touchy speeches, figures, or topics and incorporating it into an advertisement works. So, what’s to stop them from doing it again this year in 2018?
Besides, the company also had permission from the Intellectual Properties Management of the King’s estate that had seen and approved of the video before it was released to the public. Although that was the case, The King Center (founded by Coretta Scott King to continue King’s teachings) and King’s daughter, Bernice King, did not approve of the use of MLK’s speech in an advertisement for cars (variety.com). That raises controversies of whether the use of King’s speech was justified. Regardless of who’s right, Twitter users were taking no rest to roast the ad with sarcasm and criticism.
Some people might ask, “What if the negative responses was all part of the hype that Ram Trucks wanted to achieve? It is hard to say whether this was intentional in the sense of spurring a great deal of negative comments on all social media platforms, but the idea was originally intended to inspire and instigate strong emotions, something that suits the overall atmosphere of the Super Bowl. Advertisements with inspirational quotes are most likely to be remembered than those that doesn’t have any storyline behind it. The executives might not have intended the backlash but either way, the backlash still helps with getting exposure to their product because those who have seen it will share their opinions on social media and those who haven’t seen it will watch the ad in order to catch up with the ongoing conversation.
This isn’t one of those issues where people’s responses can go towards different ends of the spectrum, but one that really unified everyone because it seems as if everyone who were fully informed disagrees with the use of MLK’s speech. It is understandable as to why there is a backlash because not only are people angry about wrongfully using the speech to sell cars, but also the disappointing truth that companies nowadays will try to use touchy topics in their ads in hopes of getting a positive response or more exposure for their product. It made people lose faith in these companies as they realize the true motive behind these ads because now that MLK’s figure had become associated to a car advertisement, his respected image is ruined.
