OK, it’s a bit questionable to use the words of the Reverend Dr. Martin Luther King, Jr. to promote the sale of motor vehicles. But if that can be done ethically, we’d say Ram just pulled it off in their Super Bowl LII spot titled “Built to Serve.”

The commercial, like many a soaring Super Bowl spots before it, showcases a brand, but is not all about any specific vehicles made by the carmaker.

Instead, the 2018 Ram Super Bowl commercial is about motivating all of us by showing some of us at our best. And if the commercial resonates with anyone enough to make their next auto purchase a Ram truck, so be it.