Shame on MLK’s son and estate

for trivializing and insulting Martin Luther King by selling away his idealistic words and message to Dodge Ram to crassly sell motor vehicles. The idea of “service” King had in mind had nothing to do with how trucks ‘serve’ their owners. The ad was nothing short of a disgrace and a shameless abuse of the greatest American of the 20th century. Humanism and idealism have got nothing to do with trucks. This is easily the poorest example of the transfer technique I have ever seen in advertising. The notion that Dodge Ram trucks fulfill a need described by King and that they are as significant as anything to do with King is nuts. Only an incredibly stupid, shallow dope would believe that King would have ever endorsed trucks driven by a largely white demographic in 2018.

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