The ad shows people doing service-oriented tasks set against audio of King’s speech, which urges people to be ”great” by serving the greater good. It was supposed to highlight the volunteer program Ram Nation.
But it was criticized by viewers and ad experts alike for forging too tenuous a connection with the civil rights hero.
On Twitter, most people expressed the idea that using King’s speech to ”sell trucks” crossed a line between a heartfelt message and exploiting emotions just to push a vehicle.
”They pushed it over the edge,” said Kelly O’Keefe, a professor at Virginia Commonwealth University’s Brandcenter. ”You wanted to root for it because the cause is good, but it just didn’t end up fitting the brand, so you ended up feeling a little bit manipulated.”
”The use of MLK to promote Ram trucks strikes many people as crass and inappropriate,” said Tim Calkins, a marketing professor at Northwestern University.
Watching at home, some viewers expressed distaste for the ad as well.
”I liked being reminded of Martin Luther King’s speech (but) I’m not sure it was fitting for a truck commercial,” said Kimberly Stites Lions Authentic Jerseys , who was watching the game in Gretna, Nebraska. ”I would have liked it better if they had said something like, `This reminder of all that we can be brought to you by ….”’
Fiat Chrysler said in a statement that it worked closely with the King estate on the ad.
The firm managing King’s intellectual property, Intellectual Properties Management, said in a statement that it approved the ad because it embodied King’s philosophy.
On Twitter, the King Center in Atlanta said neither it nor Bernice King, King’s daughter, are in charge of licensing King’s speeches or other intellectual property.
The ad is not the first one to use a King Speech. Telecom Alcatel used King’s ”I Have a Dream” speech in a 1999 ad that was also approved by IPM.
That ad shows King giving his most famous speech to an empty Mall in Washington D.C. to illustrate the idea that ”before you can touch, you must first connect.”
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Eds: An earlier version of this story mistakenly referred to Ram trucks, which are no longer affiliated with the Dodge brand.
Making three trades during the first round of the NFL draft evidently wasn't enough action for Baltimore Ravens general manager Ozzie Newsome, who extended the swap-fest into Day 2.After going through the second round Friday night without a pick, Newsome moved back twice during the third round before finally settling on offensive tackle Orlando Brown Jr. of Oklahoma with the 83rd overall selection and Oklahoma tight end Mark Andrews at No. 86.
"Another long day Josh Rosen Youth Jersey ," Newsome said after his work was done.
Brown is the son of the late Orlando "Zeus' Brown, who spent part of his 11-year NFL career as a tackle with the Ravens. The younger Brown fills a pressing need, because the Ravens failed to exercise the option of right tackle Austin Howard.
"Orlando is one of the first players I looked at this year," assistant general manager Eric DeCosta said. "Just a very, very good player. Physical, tough, nasty, didn't get beat. Just the type of guy we've had success with in the past."
The 6-foot-8, 345-pound Brown fared poorly at the scouting combine, but DeCosta dismissed that because the tackle fared so well in game competition.
Baltimore took tight end Hayden Hurst with its first pick, and now it appears as if both rookie tight ends will be catching passes from quarterback Joe Flacco at training camp.
Newsome, a Hall of Fame tight end Authentic Barkevious Mingo Jersey , was asked if he got a thrill out of picking tight ends so early during his final draft with the Ravens.
"I hope Joe enjoys these tight ends as much as I enjoy these tight ends," Newsome replied.
The pick used on Brown was one Baltimore had entering the draft. The one for Andrews 鈥?Oklahoma's career leader in receiving yards by a tight end 鈥?came in a trade with Kansas City.
As a result of his dealings, Newsome has set himself up for a very busy day Saturday.
The Ravens have three picks in the fourth round, one in the fifth, two in the sixth round and one seventh-round selection.
"Our board really looks good, and think we will still be able to add some quality football players to our roster," Newsome said.
Newsome's first trade of the night was No. 65 to Oakland for Nos. 75 (third round), 152 (fifth) and 212 (sixth).
He then dished off that No. 75 to Kansas City for 86 and 122. The reason the Ravens entered the night with a second-round pick is because Newsome traded it to Philadelphia in the deal that enabled the Ravens to snag Louisville quarterback Lamar Jackson with the 32nd overall pick.
Jackson was joined by Hurst for a session with the local media Friday.
Ravens coach John Harbaugh emphatically reminded everyone Thursday night that Flacco is the team's starting quarterback, and offensive coordinator Marty Mornhinweg echoed that assertion on Friday.
"Joe's the quarterback of this football team. Lamar is going to develop," Mornhinweg said.
Though Jackson won a Heisman Trophy in 2016, from his point of view that's not as significant the Super Bowl MVP trophy that Flacco owns.
"If you win the Super Bowl, you're the G.O.A.T. to me Jay Buhner Seattle Mariners Jersey ," Jackson said. "So I'm going to try to learn as much as I can from Joe Flacco."
Experience counts in the NFL, but versatility in the pocket counts for something, too. Flacco has run for 17 touchdowns in his 10-year career (including playoffs). Jackson ran for 50 in his three years with the Cardinals.
"I can make any throw on the field," Jackson said, "but I can bring something else to the table, and that's dynamic running ability."
Hurst, the 25th overall pick, was taken after Newsome twice traded back in the first round.
Given that Hurst was taken in the 17th round by the Pittsburgh Pirates in 2012, he had no complaints about watching 24 picks go before him.
"I sat around waiting for my name to be called," he said, "but I couldn't be more excited to be part of this organization. Being in the same uniform as Ed Reed and Ray Lewis is extremely humbling."
Newsome will be stepping down after this season. DeCosta will take over in 2019.
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