(WJBK) - There is controversy surrounding a Dodge Ram Super Bowl ad featuring a speech from Dr. Martin Luther King, Jr.
Some are applauding the ad -- others are appalled by it. It was zero to controversy in 60 seconds.
Martin Luther King was featured prominently in Chrysler's "built to serve ad." While it left some with chills, others were left fuming Chrysler commercialized King to sell trucks
"It was like, "Oh, really?!" said Greg Bowens.
"Sometimes we only read parts of Martin Luther King speeches that make us feel good," said Eric Thomas. "And not the parts of like this particular speech where he talked about anti-consumerism - and he specifically mentioned trucks."
Also from the same speech: "We are so often taken by advertisers. And they have a way of saying things to you that kind of gets you into buying. In order to make your neighbors envious, you must drive this type of car."
Chrysler says it was "Honored to have the privilege of working with the estate of Martin Luther King, Jr. to celebrate those words during the largest TV viewing event."
King's daughter Bernice distanced herself from the commercial, retweeting a statement from the King Center established by the late Coretta Scott King.
"Neither @thekingcenter nor @berniceking is the entity that approves the use of #mlk's words or imagery for use in merchandise, entertainment (movies, music, artwork, etc) or advertisement, including tonight's @dodge #superbowl commercial.
There was mixed responses from people FOX 2 talked with
"I don't look at it as being that bad," said Joie Richardson. "And at least now we're starting to talk about Martin Luther King instead of it just being a holiday to be off."
"It's important that we don't mis-contextualize Martin Luther King," Thomas said. "Martin Luther King put his life on the line and was assassinated to say the words he would say."
Even so Greg Bowens, a local NAACP leader, was initially shocked by the ad. But he is hopeful some good will come from it.
"One Dr. Martin Luther King's words have seeped into the popular culture," Bowens said. "Two, a multinational corporation has paid to use those words and the money from that will be used to further the cause of social justice and civil rights. Three, we're talking about it right now."
Chrysler went on to say that reps from the King estate were involved in the creative process of the ad from start to finish.
To hear that King sermon "The Drum Major Instinct" in its entirety, watch it HERE / Read it HERE