Someone Dubbed The Dodge Super Bowl Commercial With MLK’s Actual Thoughts on Car Ads
A remixed version of Dodge Ram’s controversial Super Bowl commercial — in which they used a Martin Luther King Jr. speech to promote their trucks — featured words from the civil rights icon in which he blasts the corporate materialism pushed by car companies.
The re-edited video, which was created by Current Affairs Magazine, uses a King speech where he slams Americans for being “taken by advertisers” and continuing to fall for tricks of “massive verbal persuasion.” In doing this, the new version of the ad creates a distinct contrast from last night’s Ram commercial.
The entirety of King’s remarks against corporate advertising ploys went as follows:
“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 neighbors 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? … ‘I’ve got to drive this car because it’s something about this car that makes my car a little better than my neighbor’s car.’ … And I am sad to say that the nation in which we live is the supreme culprit. And I’m going to continue to say it to America.”
Alternatively, the King speech Ram actually used — which many people felt was inappropriate and disrespectful of his legacy — to promote their trucks said:
“If you want to be important — wonderful. 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 servant. That’s a 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 second theory of thermodynamics in physics to serve. You only need a heart full of grace, a soul generated by love.”
Clearly, when the two speeches are contrasted it shows King would not have endorsed the use of his comments to sell pickup trucks from a multi-billion dollar company.
Watch above, via Current Affairs Magazine.
[images via screengrab]
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