FILE - This file photo provided by Ram Truck Brand shows a scene from the company's Super Bowl spot. The Ram truck ad that used a speech by Martin Luther King, Jr., is drawing a backlash. 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 rather than being successful. But it was criticized by viewers and ad experts alike for forging too tenuous a connection with the civil rights hero.
FILE - This file photo provided by Ram Truck Brand shows a scene from the company's Super Bowl spot. The Ram truck ad that used a speech by Martin Luther King, Jr., is drawing a backlash. 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 rather than being successful. But it was criticized by viewers and ad experts alike for forging too tenuous a connection with the civil rights hero. Ram Truck Brand via AP, File)
FILE - This file photo provided by Ram Truck Brand shows a scene from the company's Super Bowl spot. The Ram truck ad that used a speech by Martin Luther King, Jr., is drawing a backlash. 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 rather than being successful. But it was criticized by viewers and ad experts alike for forging too tenuous a connection with the civil rights hero. Ram Truck Brand via AP, File)

Selling public service or Rams? Firm defends Super Bowl spot

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