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Marketing and Sponsorship

Ram Truck Ad Featuring MLK Speech Met With Swift Criticism

Fiat Chrysler last night "defended a polarizing Super Bowl ad for its Ram brand that used a Martin Luther King Jr. speech delivered 50 years ago," according to E.J. Schultz of AD AGE. The spot "drew criticism on social media immediately after it aired" in the second quarter of the game, and some observers "knocked it for being tone deaf." But Fiat Chrysler said that it "worked in collaboration with Martin Luther King Jr.'s estate on the spot." The company in a statement said, "We worked closely with the representatives of the Martin Luther King Jr. estate to receive the necessary approvals and estate representatives were a very important part of the creative process every step of the way." The ad was created by Highdive, Chicago. Some people "found the ad tasteless," but other people "came to Ram's defense" (ADAGE.com, 2/4). In Detroit, JC Reindl notes the ad, called "Built to Serve," interspersed "modern scenes of working Americans -- and Ram trucks in action -- with background audio from a soaring speech" King gave on Feb. 4, 1968 that "dealt with notions of personal greatness" (DETROIT FREE PRESS, 2/5). Intellectual Properties Management, the firm managing King's intellectual property, in a statement said that it "approved the ad because it embodied King's philosophy" (AP, 2/5).

OUT OF TOUCH? In N.Y., Sapna Maheshwari notes the "general sentiment" from viewers of the spot was: "Did the company really just use Dr. King's words about the value of service to sell trucks?" The response "put Ram in a position that advertisers dread -- misfiring with a commercial in the Super Bowl." While many advertisers "release their ads before the game, Ram did not, which added to the social media maelstrom." Chicago-based ad agency FCB Global Chief Creative Officer Susan Credle "marveled at the speed of the online backlash around the ad." She said that it "showed the risks of wading into social commentary, especially during an event like the Super Bowl." Credle: "You get so crucified, so fast." S.F.-based ad agency Goodby Silverstein & Partners Chief Creative Officer & Partner Margaret Johnson "was also surprised." Johnson said, "The intent was right but maybe the timing was wrong" (NYTIMES.com, 2/5). In Atlanta, Jennifer Brett notes the Ram spot "immediately sparked commentary on social media, with lots of people angry and some just plain baffled" (AJC.com, 2/5). In N.Y., Leonard Greene writes social media was "rightfully outraged" (N.Y. DAILY NEWS, 2/5).

NOT IDEAL: On Long Island, Verne Gay listed the Ram spot as one of "the worst" Super Bowl ads this year. Gay: "An expensive disaster" (NEWSDAY, 2/5). USA TODAY's Charisse Jones said the response to the ad “shows how hard it is for advertisers" with Super Bowl spots. Jones: "You want to punch that emotional button, you need language and music to do it, but sometimes you can offend part of your audience and this really backfired" ("Today," NBC, 2/5). In Detroit, Nora Naughton writes despite the backlash, the spot "made an impact nonetheless." Edmunds.com Exec Dir of Industry Analysis Jessica Caldwell, whose company tracks online traffic to make and model pages on its website, tweeted Ram saw a 91% "increase in traffic" at halftime (DETROIT NEWS, 2/5). ADWEEK's Tim Nudd wrote the ad was "nicely done." Nudd: "Some will object to MLK's words being used to sell trucks, but the message is a worthy and timely one" (ADWEEK.com, 2/4).

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