In Dodge's Super Bowl commercial for its Ram truck series, the company used a portion of Dr. Martin Luther King's sermon from 50 years ago.
The sermon, known as "The Drum Major Instinct" was originally delivered the same year Dr. King was assassinated.
Ironically, in the same sermon he also advised people not to spend a lot of money on cars.
Here is the text from the sermon that was used as a voice-over in the commercial:
"If you want to be important - wonderful. If you want to be recognized - wonderful. If you want to be great - wonderful. 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 . . . by giving that definition of greatness, it means that everybody can be great. . . . You don't have to know about Plato and Aristotle to serve. You don't have to know [Einstein's] theory of relativity to serve. You don't have to know the second theory of thermodynamics in physics to serve. You only need a heart full of grace, a soul generated by love. And you can be that servant."
The sermon is played over images of people struggling and a Dodge Ram transporting a church.
What the commercial didn't air was the part of Dr. King's sermon where he warns people to not spend a lot of money to buy a car.
"Do you ever see people buy cars that they can't even begin to buy in terms of their income? You've seen people riding around in Cadillacs and Chryslers who don't earn enough to have a good T-Model Ford.
But it feeds a repressed ego. You know, economists tell us that your automobile should not cost more than half of your annual income. So if you make an income of $5,000, your car shouldn't cost more than about $2,500. That's just good economics."