Didn't watch the game, didn't watch the ads. But...

[Orrex]

The ad that I heard the most about this morning was the one that used Martin Luther King Jr. to shill its product.

Shameful, obviously, but also unambiguously successful at getting people to talk about the brand.

The local radio chatterers this morning ran something along these lines:

Chatter1: "Did you see what PRODUCT did?"

Chatter2: "No, what did PRODUCT do?"

C1: "You won't believe it, but PRODUCT used MLK's speech in its ad for PRODUCT!"

C2: "Why did PRODUCT do that?"

C1: "I don't know, but PRODUCT should be ashamed of itself. I've never seen anything like what PRODUCT did."

C2: "Has PRODUCT ever done anything like this before?"

C1: "No. PRODUCT has done some dumb things, but most of PRODUCT's commercials were more conventional. PRODUCT has a lot of explaining to do."

And on and on.

So if the goal was to make a statement about civil rights, then the ad was a failure. But if instead PRODUCT paid $7M to make itself a major subject of discussion post-game, then there is no way to describe this as a pure win.

[Hoyt]

1. Actually, I think it was a bold move if you look at demographics of Ram truck owners.

I have to admit I had a WTF moment when I first saw the ad. But truthfully, it's better than the typical American truck ad that features a white American Firster type who is likely a trump supporter.

I can see Ram truck owners boycotting.

[Orrex]

2. Thank you for helpfully naming the brand that I deliberately omitted.

[alarimer]

4. Just greed on the part of what's left of the King family.

They won't let his speeches be used in a film like Selma (look it up- those are all made up speeches), yet they will sell out to Dodge.

[Soxfan58]

3. I get the uproar

But anytime Dr. Kings words and message are spoken I cant agree that its a bad thing. They are not trying to sell trucks quoting David Duke, I take comfort in that. And what I got from some of the commercials was progressive ideals sell. That translates into votes. I hope!

[Major Nikon]

5. Several of the ads were about inclusion, tolerance, and civil rights

As far as I was concerned it was the best run of Superbowl commercials ever. Most of the ads that had those themes simply did so and had a short plug for their product at the end. The Dodge ad really wasn't much different other than they worked MLK's words into a pitch for their product. I guess if you want to get worked up over that then so be it, but the vast majority of the ad was just listening to MLK speak.

[Hoyt]

6. Exactly. Truth is, many -- not all -- in that truck buying demographic could use some MLK, 24/7.

[Orrex]

7. I disagree

The ad is trying to do one thing: raise awareness of its product. The company doesn't demonstrably give a shit about MLK or his message.

The company isn't trying to raise awareness of him or of his mission; they are cynically trying to generate buzz about their product. There is no loftier goal, and any attempt to sanitize the company's intent is to buy into their cynicism.

MLK didn't shill for trucks, and his children didn't authorize the use of his image or speech.

If the company pursues no further agenda in furtherance of civil rights, then I will be proven correct. This commercial was a calculated ploy to get people to talk about the product. Nothing more.