Ram's use of Martin Luther King Jr.'s ode to service in its Super Bowl spot quickly became one of the more polarizing ads in recent memory, judging from public backlash.
Fiat Chrysler Automobiles, ad agency Highdive and the licensor of King's estate, Intellectual Properties Management, have been lambasted in comments sections across the Web, on social media and even in a scathing New York Times editorial.
But is this mass public flogging deserved?
Critics say the ad is offensive to MLK's legacy. They consider it a tone-deaf display that takes the civil rights icon's words out of context in an effort to sell a few pickups.