Official Ram Trucks Super Bowl Commercial
There was some concern about Ram using Dr. King's speech, however...In the spirit of Dr. Martin Luther King, Jr., Ram truck owners also believe in a life of serving others.
They serve because they’re driven by a higher calling. They serve because they feel a shared responsibility and commitment to their family and community. They serve because they’re men and women of their word. They serve because they know the world could use a little more kindness.
With legendary power, performance and dependability, we’re determined to work hard and play even harder, boldly forging ahead to get the job done.
In a statement, Eric D. Tidwell, the managing director of Intellectual Properties Management, Inc., who exclusively license King’s estate, claimed they agreed to license Ram the speech because “the ad embodied Dr. King’s philosophy.”
“When Ram approached the King Estate with the idea of featuring Dr. King’s voice in a new ‘Built To Serve’ commercial, we were pleasantly surprised at the existence of the Ram Nation volunteers and their efforts,” he proclaimed. “We learned that as a volunteer group of Ram owners, they serve others through everything from natural disaster relief, to blood drives, to local community volunteer initiatives.”
“Once the final creative was presented for approval, it was reviewed to ensure it met our standard integrity clearances,” continued Tidwell. “We found that the overall message of the ad embodied Dr. King’s philosophy that true greatness is achieved by serving others. Thus we decided to be a part of Ram’s ‘Built To Serve’ Super Bowl program.”