Dodge made a misstep on Gary Eberhart ArchivesSunday when it ran a Super Bowl LII ad that used the words of civil rights activist Martin Luther King Jr. to...market trucks.
The car company drew criticism online for pulling from King's "Drum Major Instinct" speech given 50 years ago on February 4, 1968. As Adweek noted, even the official Twitter account for the The King Center commented on the advertisement.
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Within minutes of its airing, people on Twitter were calling out the advertisement for its use of King's words to turn profit – a tone deaf misuse of his message.
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[H/T: Adweek]
