Super Bowl LII has brimming with good commercials — and one curious 15-second blackout — but Dodge Ram made the unusual decision to couple a spot for truck sales with a 50-year-old voice-over speech by Martin Luther King, Jr., and social media erupted with disdain for the mismatched product plug.

Similar to the uproarious reaction Kendall Jenner's tone deaf Pepsi commercial received in 2017, the ad received immediate backlash for using the Civil Rights icon's speech to sell pickup trucks.

The truck brand's other Super Bowl LII commercial series, centered on a bunch of Vikings using their prized horsepower to haul their vessel to the choppy waters, was a little similar to Bud Light's "Bud Knight" bit, but at least that one wasn't a cultural facepalm.