Even if you aren鈥檛 into the actual sport of football, the Super Bowl is a major entertainment event. People tune in for the聽Super Bowl Halftime Show and highly anticipated Super Bowl commercials as much as anything else.

But with every year鈥檚 Super Bowl advertising hits, there are also some major misses. Last year, a lumber company used President Trump鈥檚 Mexico border wall to sell their goods (and were censored by Fox). This year, it was a car company 鈥 and their ad really missed the mark. Dodge鈥檚 RAM commercial used a speech by Martin Luther King Jr. to sell their 2018 models, and it鈥檚 left many, including most of Dr. King鈥檚 family shocked and angry.

The commercial depicts everyday Americans working to help and support each other, while Dr. King鈥檚 speech about service plays over top. Showing members of the military, police, and others giving back to their communities, and ending with RAM鈥檚 tagline, 鈥淏uilt to Serve,鈥 the ad has drawn significant ire from people online. Beyond the distastefulness of using a slain civil rights leader鈥檚 words to sell cars, a number of the ad鈥檚 critics have pointed out Dr. King鈥檚 dislike of commercialism and even the fact that his family, in general, did not approve of the ad at all:

Others pointed out that Dr. King actually had actually spoken at length against auto commercials in the very sermon that the ad had lifted from:

Someone else took Dr. King鈥檚 words about about advertising in general and recut the commercial.

While many look to Dr. King鈥檚 legacy and family, the group responsible for the ad isn鈥檛 necessarily one that the King family works with.

The King Center, which was founded by Dr. King鈥檚 widow Coretta Scott King, as well as their daughter, Bernice King are speaking out against the use of MLK鈥檚 words to sell advertising. The legal entity that owns the rights to MLK鈥檚 words, Intellectual Properties Management, is run by the youngest King child, Dexter Scott King, and the for-profit company, for better or worse, holds the rights to use MLK鈥檚 words however they want and for the highest bidder, which is how Dodge acquired the rights to the speech in the first place.

Neither IPM or Dexter Scott King have commented since the backlash.

What did you think of the RAM ad? Let us know @BritandCo!

(Photo via Getty)