Detroit Bureau on Twitter

Posts Tagged ‘ram mlk’

Ram Panned: MLK Super Bowl Spot Sounds Sour Note

Toyota scores, however, with a tug on the heartstrings.

by on Feb.05, 2018

Getting muddied up: Ram's 60-second commercial was hit for its use of a Rev. King speech.

Trying to select the winners among the ad fest also known as Super Bowl is, at best, an inexact science, but one thing virtually every Monday morning commercial quarterback seems to agree on is the spectacular fail of the spot by Fiat Chrysler’s Ram division.

It’s not that the truck brand didn’t follow FCA’s formula proven out over much of the past decade, a longer-form spot pairing dramatic words and images aimed at building to a higher calling than crass commercialism. Since the Italian-American automaker’s first spot, featuring rapper Eminem twinning the themes of Detroit’s and Chrysler’s comeback, its ads have frequently been the Super Bowl’s most eagerly awaited and subsequently talked-about commercials.

Insight!

The Ram ad on Super Bowl LII is also generating a lot of buzz, but most of it is not what the truck brand’s marketing team aimed for. In both social and mainstream media , the decision to use a 50-year-old speech by the late Rev. Dr. Martin Luther King Jr. drew comments like “tasteless” and “cheesy,” one Facebook user suggesting it inadvertently “mock(ed) every FCA manifesto ad that came before it.”

(more…)