Alternate thinking on the MLK/Dodge advertisement

[The Velveteen Ocelot]

15. The New York Times editorial board didn't like it, either.

The sermon was Dr. King’s “drum major instinct” speech, given in Atlanta in 1968 two months before his assassination. Everybody, he said, had this instinct — “a desire to be out front, a desire to lead the parade, a desire to be first.” But it had to be harnessed, he said as he went on to equate greatness with service to others. Ostensibly, the Ram commercial was an appeal for people to serve. But who’s kidding whom? The goal was to sell trucks, with Dr. King’s voice as pitchman.

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. King’s 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&region=rank&module=package&version=highlights&contentPlacement=3&pgtype=sectionfront