Built To Serve
In perhaps the most short-sighted move of the weekend, Ram Trucks chose to air a commercial during the Super Bowl that featured a recording of some of Dr. Martin Luther King Jr's sermon "Drum Major Instinct." The title of the ad is "Built to Serve," and what Ram was going for was the kind of ad that would convey what they are purporting to be the soul of their company: Servanthood. "But recognize that he who is greatest among you shall be your servant. That’s a new definition of greatness. … By giving that definition of greatness, it means that everybody can be great..." Dr. King's inspiring words about what it means to pursue the kingdom of God become a mere soundtrack over images of people supposedly using Ram trucks to serve their community. The fact that so many pundits are reacting to the ad, and keeping it in the news means that the ad agency did it's job, I guess. But in the end, what does this say about us as...