NATINOWIDE -- A Ram Truck Super Bowl ad that used a speech by Dr. Martin Luther King, Jr. is drawing some backlash.  

The ad shows people doing service-oriented tasks while King's speech -- which urges people to be "great" by serving the greater good. 

It was supposed to highlight the volunteer program, Ram Nation.  

The commercial is being criticized by viewers and ad experts alike for forging too much of a connection with the civil rights hero.

Fiat Chrysler said in a statement that it worked closely with the King estate on the ad.

King’s daughter, Bernice, stated on Twitter that she nor The Knig Center had involvement in the ad.