General Discussion
Related: Editorials & Other Articles, Issue Forums, Alliance Forums, Region ForumsAlternate thinking on the MLK/Dodge advertisement
Yes, it was terrible. It was wrong on so many levels and I agree with all of the criticism it has gotten today.
However...
Take a step back and consider something for a moment. A company selling he-man, all-American, tough-guy trucks wanted to align itself with MLK.
That really is remarkable. It was terrible but that has to mean something right?
Advertising has always been a rather cynical bell-weather about the state of culture. It represents a turning point for when mass market society is ready for concepts that were previously considered too radical for prime time. We have seen it in racial representation, mixed race families and same sex couples. The radical becomes mainstream.
I don't ever want to normalize MLK being used to sell shit. But the fact that the sellers think it is a good idea might just mean that the ideals espoused by MLK are more mainstream than ever. That can't be a bad thing.
I am a middle aged white guy who wasn't even alive during MLK's life so my opinion on this might be misguided
Nevertheless, I think there is a silver lining to that awful commercial.
I will take my spanking now if anyone feels compelled to disagree.
hlthe2b
(102,304 posts)the precedence this sets. I have to wonder about the heirs (primarily the children) of MLK and what they were thinking in licensing this to Dodge.
The Velveteen Ocelot
(115,761 posts)it was amazingly tone-deaf. While it's good to see that MLK has become a mainstream figure even among pickup-truck-buying white guys, using his speech as the voiceover for a truck ad was pretty cringe-inducing. It started out like an inspiring sort of PSA thing but among all the shots of noble-looking humans this pickup truck kept appearing, and when I figured out it was a truck ad all I could think was, WTF, that's tacky! Evidently a lot of people had the same reaction. Regardless of what they might have intended, it didn't work, and the obvious commercialization of MLK was what people noticed.
WhiskeyGrinder
(22,362 posts)Dodge wanted to soften MLK's image and legacy, and align itself with a bastardized version of what MLK had to say. The speech Dodge pulled the quote from literally goes on to slam advertisers and what they're peddling. Capitalism is a monster.
(snip)
But very seriously, it goes through life; the drum major instinct is real. (Yes) And you know what else it causes to happen? It often causes us to live above our means. (Make it plain) It's nothing but the drum major instinct. Do you ever see people buy cars that they can't even begin to buy in terms of their income? (Amen) [laughter] You've seen people riding around in Cadillacs and Chryslers who don't earn enough to have a good T-Model Ford. (Make it plain) But it feeds a repressed ego.
You know, economists tell us that your automobile should not cost more than half of your annual income. So if you make an income of five thousand dollars, your car shouldn't cost more than about twenty-five hundred. That's just good economics. And if it's a family of two, and both members of the family make ten thousand dollars, they would have to make out with one car. That would be good economics, although it's often inconvenient. But so often, haven't you seen people making five thousand dollars a year and driving a car that costs six thousand? And they wonder why their ends never meet. [laughter] That's a fact.
genxlib
(5,528 posts)It certainly was not alignment with the real MLK message.
I guess my point is at a level removed from the specific message.
They obviously saw a widespread acceptance and respect for a public figure that they wanted to tap into. Considering what they were selling and who they were trying to sell it to, that is a little surprising to me.
It is not acceptable that they manipulated the message to fit their purposes. But that had to start with a concept that he would be a good branding image.
WhiskeyGrinder
(22,362 posts)their character, which is why that's all you hear about from the powers that be -- including major brands -- on MLK day and during Black History Month. Giving Dodge a pass for including MLK when it twisted his message about capitalism and undermined his legacy on war plays right into capital's hands by accepting their watered-down version of who he was and what he said. Better to call them out for lying than to say, well, at least they used his name.
genxlib
(5,528 posts)Dream Girl
(5,111 posts)retested among its target audience, of millennial males. The process can take several months. To make it on to the super bowl, it must have tested well. IIRC, the theme of the ad was "greatness" and the idea of intrinsic vs. extrinsic greatness...they probably had other executions aimed at this theme without MLK, this must have tested best.
Nitram
(22,825 posts)writerJT
(190 posts)johnp3907
(3,732 posts)Cant wait for the Pixar movie and Disney ride!
genxlib
(5,528 posts)"I have been to the mountain top!"
I think I just threw up in my mouth a little.
misanthrope
(7,418 posts)Well, I guess its official. Dr. Martin Luther King, Jr. is a full part of the American mainstream. Hes no longer marginalized or seen as the threat he was during his life.
I know the slain civil rights leader is part of the status quo now because Ive seen an ad for a sale connected with his holiday. Solemn ceremonies dont mean squat. Its when they use your memory to lure customers that counts here. So you made freedom ring? Unless cash registers follow suit, youre not a full-fledged American hero.
Its in our national DNA. After all, international social commentator Alexis de Tocqueville noted it as early as 1835. I know of no country, indeed, where the love of money has taken stronger hold on the affections of men, he wrote in Democracy in America. Of course, he also warned that democracy without a strong ethical base was doomed, but we dont need to read the fine print.
C'mon, does anyone really know when Presidents Day is close other than the red-white-and-blue circulars luring shoppers into hardware stores and garden centers? Honest Abe walked a mile in the snow to give a man a penny but youll save more than pennies when you come to Toilets-R-Us. Boy, theres some dignity for the Ol Railsplitter, huh?
We say we value freedom and self-determination but its consumption that seems to rule the nation. Its what leaders warned us not to forsake before the dust had even settled on the men digging out the World Trade Center a decade ago. Seek revenge on the evil-doers. Go shopping.
Hey, Bob! Did you see this new Makita drill I picked up?
Is that the one with the new auto-clutch?
You bet. Nothing says freedom like 450 pounds of torque.
Thatll show Osama!
So, Dr. King, you have arrived. When I can hear that Dr. Scholls sole inserts will make me feel like Im walking on clouds while Im marching to Selma, we know youre a part of the American cultural firmament.
I can hear the barking pitchmen now: Martin Luther King had a dream. Now youll have sweet dreams too on one of our Slumber-E-Z mattresses.
Though in this area of the country, Im surprised every bakeshop in sight isnt advertising Martin Luther Kingcakes, complete with plastic figurines buried inside, each with their own tradition.
Mama, how come Charlotte gets to sit at the head of the table?
Well, Scott, you know since her piece of cake had Rosa Parks, she gets to pick her own seat.
But then again, Im still surprised any of Mobiles MLK parades havent involved throws considering everything short of a funeral procession feels the necessity to fling trinkets and snacks. Im sure the folks in Chattanooga could whip up some combo vanilla-chocolate moonpies for a day dedicated to racial harmony.
Considering the waning bounds of taste in contemporary society, my only surprise is that we havent seen sales on billy clubs and firehoses. Im sure they could find a Kardashian to pose in the ads. Seems like theres nothing those folks wont do for attention.
A little much, you say? I dont think so. After all, look what weve done with Christmas.
I wouldnt be surprised at all to see Dr. Kings legacy shaped to fit someones petty desires. Its what we do with everyone worth remembering.
Although I have to say, the recent movement to turn the MLK holiday into something that reflects the nature of service, of dedicating your life to higher goals, is refreshing. I just wonder how a society that can be as narcissistic and materialistic as ours will embrace such.
Thats the course I wanted to see us take in the wake of 9-11, to prove to our enemies and detractors that we could rise above the images of wanton consumption they associate with our culture. Sadly, we did nothing of the sort.
Who better to associate with such altruism than a man who spent the final decade of his life in logical mortal fear that every day would be his last? To willingly make yourself a target, to engender and welcome the scorn of a segment of our society whose very existence hinged on hatred and violence is something most of us cant begin to understand. That kind of bravery deserves notice.
King knew from the day he stepped out onto the plank of public resistance that it would end over the turbulent waters of violent death. But he walked anyway.
It hasnt been for nothing. While it can often seem that old ways and mindsets hang on too stubbornly, progress has been made. Sure, we still have a lot of the same divisions. Sunday morning remains the most segregated time in America.
While neighborhoods can still seem generally segregated, they arent to the extreme they were when King was alive. Economics are as much a predicator now as ethnicity.
Romantic relationships between individuals of varied races dont cause the outrageous consternation they did even when the King holiday was established in the 1980s. People I know who fled Mobile to shelter their mixed-race children from certain attitudes have been surprised by how much tensions have eased with time.
Maybe one day everyone will learn what anthropologists can tell us, that race is a social construct and something nearly negligible in the realm of genetics. Ethnicity is something shaped by behavior far more than its embedded in a double helix.
We have the benefit of seeing a lot of ground behind us, but this isnt the time for self-congratulation. That hard road trod serves best as inspiration that the many miles remaining are possible to conquer.
Hong Kong Cavalier
(4,573 posts)This is the same company that, three years ago, had the line "Ram salutes the heroes of the Hunger Games..." in correlation to their promotion of the final movie of that series.
Even if it's a different advertising company, they signed off on it. As they did for this one. They just don't really know what they're doing, I think.
genxlib
(5,528 posts)Nothing says brand loyalty like child murder for sport.
Alright, I accept your counter proposal that they just might be idiots.
It does raise the legitimate question whether the foreign owners (Fiat) are simply clueless about MLK
Hong Kong Cavalier
(4,573 posts)Here's the video (sorry for the Facebook link).
https://www.facebook.com/RamTrucks/videos/10152758380269364/?fallback=1
I do understand what you're saying, though. If they were trying to do that, they went about it the wrong way, perhaps.
The Velveteen Ocelot
(115,761 posts)The sheer crassness led to instant condemnation on social media, including speculation about what might be next maybe trotting out James Baldwin to hawk The Firestone Next Time? Critics were hardly mollified by word that Ram had the blessing of Intellectual Properties Management, the licenser of Dr. Kings estate. The estate has not always been his staunchest guardian against posthumous commercialization.
More:
https://www.nytimes.com/2018/02/05/opinion/martin-luther-king-ram-truck-superbowl.html?rref=collection%2Fsectioncollection%2Fopinion&action=click&contentCollection=opinion®ion=rank&module=package&version=highlights&contentPlacement=3&pgtype=sectionfront