A Ram truck ad that used a speech by Martin Luther King
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The ad shows people doing service-oriented tasks set against audio of King’s speech, which urges people to be ”great” by serving the greater good. It was supposed to highlight the volunteer program Ram Nation.
But it was criticized by viewers and ad experts alike for forging too tenuous a connection with the civil rights hero.
On Twitter, most people expressed the idea that using King’s speech to ”sell trucks” crossed a line between a heartfelt message and exploiting emotions just to push a vehicle.
”They pushed it over the edge,” said Kelly O’Keefe, a professor at Virginia Commonwealth University’s Brandcenter. ”You wanted to root for it because the cause is good, but it just didn’t end up fitting the brand, so you ended up feeling a little bit manipulated.”
”The use of MLK to promote Ram trucks strikes many people as crass and inappropriate,” said Tim Calkins, a marketing professor at Northwestern University.
Watching at home
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”I liked being reminded of Martin Luther King’s speech (but) I’m not sure it was fitting for a truck commercial,” said Kimberly Stites, who was watching the game in Gretna, Nebraska. ”I would have liked it better if they had said something like, `This reminder of all that we can be brought to you by ….”’
Fiat Chrysler said in a statement that it worked closely with the King estate on the ad.
The firm managing King’s intellectual property, Intellectual Properties Management, said in a statement that it approved the ad because it embodied King’s philosophy.
On Twitter, the King Center in Atlanta said neither it nor Bernice King, King’s daughter, are in charge of licensing King’s speeches or other intellectual property.
The ad is not the first one to use a King Speech. Telecom Alcatel used King’s ”I Have a Dream” speech in a 1999 ad that was also approved by IPM.
That ad shows King giving his most famous speech to an empty Mall in Washington D.C. to illustrate the idea that ”before you can touch
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Eds: An earlier version of this story mistakenly referred to Ram trucks, which are no longer affiliated with the Dodge brand.
PHOENIX — Like pitching?
The final game of the St. Louis-Arizona series Wednesday features a couple starters who have had strong seasons but also should be considered under-the-radar All-Star candidates, at least for those who have not been paying close attention.
You could look it up.
Arizona left-hander Patrick Corbin and St. Louis right-hander Miles Mikolas rank in the top 10 among NL qualifiers in ERA, WHIP, WAR and innings pitched. The only statistical difference is in strikeouts, where Corbin is tied for second and Mikolas is down the pack. Mikolas compensates by pitching to contact and getting the majority of his outs on the ground.
They are compatible in one more way — each has received below-average run support. Corbin has received the fourth-fewest, 3.65 per start. Mikolas’ support checks in under the league average.
Arizona used a three-run homer from Paul Goldschmidt to take a 4-2 victory Tuesday as the teams have split the first two games of the series. Arizona will conclude a 10-game homestand with a four-game set with San Diego beginning Thursday, when the Cardinals open a four-game series in San Francisco before finishing a nine-game trip in Chicago against the White Sox.
Mikolas, 29, has been perhaps the most pleasant surprise in the major leagues this season
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“Obviously this season he’s been fantastic,” Cardinals manager Mike Matheny said. “He should be sitting on 10 wins right now. Two of the losses he had, he had us right there. He just matched up with a pitcher we couldn’t get much going against. Miles has been very good.”
Mikolas has made 11 quality starts, tied for fourth in the league. After starting the season 6-0, he has lost three of his five decisions in June despite posting five quality starts and giving up one earned run in two of his losses.
“A guy who just attacks the strike zone,” Matheny said.
“He has very good stuff. Doesn’t make a lot of mistakes. Not afraid to use his defense. He has been just an incredible surprise for us. What a great pickup for our organization and a salute to our scouts who are finding people like Miles who are out there.
“He figured something out while he was in Japan. The way he goes about his business, not just how he competes but how he prepares, you could see that being something that sticks around for awhile.”
Mikolas and Corbin are tied for second in the league in WHIP (0.99). Mikolas is sixth and Corbin ninth in ERA and innings pitched, and Mikolas is seventh and Corbin ninth in WAR.
Each has one of the five shutouts thrown in the NL this season. Washington’s Max Scherzer, Pittsburgh’s Jameson Taillon and Atlanta’s Mike Foltynewicz have the others.
Corbin
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“He (gets) into trouble, doesn’t get rattled, and continues to pound the zone and get big outs. He’s done a very good job,” Arizona manager Torey Lovullo said.
Jeff Mathis, one of two healthy catchers on the Arizona roster with Alex Avila on the disabled list
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“I like the way Jeff gets Patrick to do certain things at certain times and shows confidence in certain pitches, and helps him execute by showing that confidence,” Lovullo said. “Jeff has such respect from anyone on this staff that when he asks for something they listen.”
Corbin has received 3.65 runs per start, tied for the third fewest in the league. He is 1-1 with a 4.50 ERA in four career starts against St. Louis and is 4-3 with a 3.69 ERA in 10 starts at home this sesaon.
Mikolas, who spent previous major league seasons with San Diego and Texas, has never started against Arizona and has given one run in 4 1/3 innings in two career relief appearances, a Justin Upton homer in 2012. This will be his first appearance at Chase Field.
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