During Super Bowl LII, a commercial for Dodge Ram Trucks featured words from a speech by Martin Luther King Jr. playing in the background.

The iconic speech by the civil rights leader was delivered 50 years ago Sunday.

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One pivotal line was: “But recognize that he who is greatest among you shall be your servant.”

Many viewers and readers instantly recognized that line. That’s because it appears in the Bible, in Matthew 23:11.

In its description of the heart-tugging ad — which depicts people in various situations going to great lengths to serve, save, and help one another — Dodge said: “In the spirit of Dr. Martin Luther King Jr., Ram truck owners also believe in a life of serving others. They serve because they’re driven by a higher calling. They serve because they feel a shared responsibility and commitment to their family and community. They serve because they’re men and women of their word. They serve because they know the world could use a little more kindness.”

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And folks on Twitter are calling out Dodge — not for the company’s laudable sentiment about leading a life of service, but for ostensibly using King’s words for commercial gain.

Related: These Were the Best and Worst Super Bowl Ads

Below is a sampling of responses — many tweeted naturally within minutes or even seconds of the commercial’s appearance during the Super Bowl.

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Michele Blood is a freelance writer based in Flemington, New Jersey, and regular contributor to LifeZette.