The Latest: Fiat Chrysler marks MLK speech anniversary in ad

 

February 4, 2018



NEW YORK (AP) — The Latest on the ads of the 2018 Super Bowl (all times Eastern Time):

8:15 p.m.

Fiat Chrysler is using the 50th anniversary of a Martin Luther King Jr. speech to sell trucks.

King's voice rings out as the ad for Ram Trucks shows a series of ordinary people in acts of love. In his speech, King called on people to show greatness through kindness and service. The point? Ram's tagline: "Built To Serve."

The ad, which wasn't released early, contrasted with the humor many other brands are going for.

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