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Martin Luther King Jr.’s Family Speaks Out Against Dodge Commercial That Used His 1968 Speech

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The 2018 Super Bowl had a lot of things that happened especially commercials. However, one of the commercials that is under fire is the use of the words of Dr. Martin Luther King, Jr.

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In an ad that aired on Sunday’s big game for Chrysler’s Dodge Ram Trucks, a speech from the civil rights activist was used to help promote the vehicle’s “built to serve” tagline.

The move was immediately condemned by Dr. King’s youngest daughter Bernice King and his family on Twitter through The King Center — the living memorial to M.L.K. founded by his widow Coretta Scott King to educate on nonviolence.

“Neither @TheKingCenter nor @BerniceKing is the entity that approves the use of #MLK’s words or imagery for use in merchandise, entertainment (movies, music, artwork, etc) or advertisement, including tonight’s @Dodge #SuperBowl commercial,” they wrote.

In the commercial, Dr. King’s words accompanied a montage of working families and servicemen, as well as glamor shots of Ram trucks driving.

“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.”

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