Dr. Martin Luther King Jr. Super Bowl Ad Comes Under Fire During Sunday night's Super Bowl LII, the Ram Trucks commercial stirred up controversy on social media. "Official Ram Trucks Super Bowl Spot" Social media users thought the ad downplayed King's message about civil rights. On Twitter, The King Center confirmed they did not grant permission for Dr. King's words or imagery" to be used in the commercial. Ram sought rights from Dr. King's estate and defended the ad by saying, Ram in statement (New York Times)