18:36 GMT +315 October 2019
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    Dr. Martin Luther King during news conference following a Howard University address during the university’s charter day observance in Washington on March 2, 1965

    Martin Luther King's Family, Twitter Slam Dodge Ad For Using His Powerful Words

    © AP Photo / Charles Tasnadi
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    A Super Bowl commercial, that was supposed to be inspiring, has come under fire for its use of the speech of the “biggest dreamer” Dr. Martin Luther King, Jr.

    The ad was aired on Sunday for Chrysler’s Dodge Ram Trucks, and used the voice of the civil rights activist as well as his powerful 1968 speech to promote the vehicle’s “built to serve” tagline.

    Dr. King’s youngest daughter Bernice King immediately denounced the advert and the move itself, having taken to Twitter through The King Center, the official living memorial to MLK, founded by his wife Coretta Scott King to advocate nonviolence.

    The controversial ad features families, servicemen, shows their lives as well as depicting Ram trucks driving – all accompanied by King’s words.

    “If you want to be important, wonderful,” Dr. King can be heard saying. “If you want to be recognized, wonderful. If you want to be great, wonderful. But recognize that he who is greatest among you shall be your citizens. That’s your new definition of greatness. By giving that definition of greatness, it means that everybody can be great. You don’t have to know about Plato and Aristotle to serve. You don’t have to know the theory of relativity to serve. You don’t have to know the theory of thermodynamics in physics to serve. You only need a heart full of grace. Soul generated by love.”

    ​READ MORE: Top 8 Explosive Ads: From G-Spot of Europe to Pope Kissing Imam

    Social media users, who cherish King’s memory, joined his family in complaining, saying that such a powerful speech should not be commercialized:

    They imagined what it would be like if King took part in the advert:

    Tags:
    advertisement, commercial, civil rights, Super Bowl, Martin Luther King Jr, United States
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