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Thursday 16 September |
Saint of the Day: Sts Cornelius and Cyprian

‘Built to serve’: the Super Bowl commercial every deacon will love

Deacon Greg Kandra - published on 02/04/18

This aired during the first half of the game and comes to us from the good people who make Ram trucks.

UPDATE: Turns out, not everyone is loving the ad. From The New York Times:

The online blowback was swift for Ram on Sunday after the carmaker used a sermon given by the Rev. Dr. Martin Luther King Jr. as the voice-over for a Super Bowl ad. The general sentiment: Did the company really just use Dr. King’s words about the value of service to sell trucks?

…The ad came after a tumultuous year for the N.F.L., which had a national spotlight placed on football players who sat or kneeled during the national anthem, a controversial gesture meant to draw attention to racial oppression and police brutality against black Americans. President Trump sharply criticized the players, which heightened some of the rhetoric surrounding the protests.

And while many advertisers release their ads before the game, Ram did not, which added to the social media maelstrom.

“I think it was well intentioned, but they’re going to have a lot of explaining to do,” Mr. Calkins said. “They did not release this ahead of time, so they went for the surprise. They got that, but at the same time, they now have a big problem with feedback and people being upset.”

Adding to the disconnect, the sermon in question, delivered exactly 50 years ago, touched on the danger of overspending on items like cars and discussed why people “are so often taken by advertisers.” That was not lost on the ad’s detractors.

Read more.

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