An image from a Super Bowl commercial for Ram trucks that featured a speech by the Rev. Dr. Martin Luther King Jr. The use of the speech for advertising has drawn criticism. CreditRam Truck Brand, via Associated Press

Making Dr. King a Pitchman, Turning His Words Upside Down

 Editorial Board / New York Times |

William Bernbach, a titan of Madison Avenue who died in 1982, said, “If your advertising goes unnoticed, everything else is academic.” The spinmeisters for Ram trucks must have taken Mr. Bernbach’s admonition to heart. With a Super Bowl commercial on Sunday that used as its soundtrack a sermon delivered by the Rev. Dr. Martin Luther King Jr. 50 years earlier to the day, they got the notice they wanted. Much of the reaction, though, amounted to a richly deserved thumbs-down.

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.

It might serve history a tad more faithfully to note other appeals that Dr. King made in that Feb. 4, 1968, sermon. For one thing, he was appalled by the way many people went into hock to buy vehicles they couldn’t possibly afford: “So often, haven’t you seen people making $5,000 a year and driving a car that cost 6,000? And they wonder why their ends never meet.”

While we’re at it, he also didn’t think highly of advertising gurus — “you know, those gentlemen of massive verbal persuasion.” He continued: “They have a way of saying things to you that kind of gets you into buying. In order to be a man of distinction, you must drink this whiskey. In order to make your neighbors envious, you must drive this type of car. In order to be lovely to love, you must wear this kind of lipstick or this kind of perfume. And you know, before you know it, you’re just buying that stuff.”

For that matter, Dr. King might well have been talking about a president a half-century in the future when he expounded on the need to rein in the drum major instinct, for otherwise it becomes “very dangerous” and “pernicious.”

“Have you ever heard people that, you know — and I’m sure you’ve met them — that really become sickening because they just sit up all the time talking about themselves?” he said. “And they just boast and boast and boast. And that’s the person who has not harnessed the drum major instinct.”

In the sermon’s finale, Dr. King said that he thought about his own death and funeral. It led to these ringing words: “If you want to say that I was a drum major, say that I was a drum major for justice. Say that I was a drum major for peace. I was a drum major for righteousness. And all of the other shallow things will not matter.”

He did not ask to be a huckster for a line of trucks.