“When Ram approached the King Estate with the idea of featuring Dr. King’s voice in a new ‘Built To Serve’ commercial, we were pleasantly surprised at the existence of the Ram Nation volunteers and their efforts. We learned that as a volunteer group of Ram owners, they serve others through everything from natural disaster relief, to blood drives, to local community volunteer initiatives. Once the final creative was presented for approval, it was reviewed to ensure it met our standard integrity clearances. We found that the overall message of the ad embodied Dr. King’s philosophy that true greatness is achieved by serving others. Thus we decided to be a part of Ram’s ‘Built To Serve’ Super Bowl program.”