Ad execs probably should have read the full MLK speech before making that commercial.

Things got a little awkward during the Super Bowl when Ram Trucks aired an ad titled "Built to Serve," featuring the voice of  the late Martin Luther King Jr.

The minute-long commercial was intended to highlight the importance of service, and for that, King's "The Drum Major's Instinct" sermon seemed to make for an appropriate backing track. Unfortunately for Ram, the clip came off as a standard truck ad, and it was roundly mocked on social media.

"If you want to be important — wonderful," King's voice can be heard over clips of a fisherman loading his daily catch, a teacher scribbling on a chalkboard, and a rancher looking wistfully to the horizon. "If you want to be recognized —wonderful. If you want to be great — wonderful. But recognize that he who is greatest among you shall be your servant. That's a new definition of greatness."


A Ram truck splashes through the rain as King's voice bellows:

"By giving that definition of greatness, it means that everybody can be great. You don't have to know about Plato and Aristotle to serve. You don't have to know the theory of relativity to serve. You don't have to know the second theory of thermodynamics in physics to serve. You only need a heart full of grace, a soul generated by love."

It was a little odd. Some labeled it disrespectful, and others called it hypocritical in light of the ongoing controversy over players kneeling in silent protest. Whatever Ram's intentions, these likely weren't the reactions the company was hoping for.

The King Center, founded by his widow, Coretta Scott King, issued a statement distancing itself and CEO Bernice King from the ad. The group responsible for giving Ram the OK is called Intellectual Properties Management, run by Dexter Scott King, King's son.

If something good does come out of this ad, it'll be some increased familiarity with King's "The Drum Major Instinct" sermon.

No minute-long commercial can capture the message of the more than 38-minute-long speech. Yes — that sermon touched on the importance of serving others; it also contained a sharp rebuke of materialism. To add a bit of irony to its use here, the speech also includes an entire section about the dangers of advertising and capitalism — specifically mentioning auto companies. Yikes!

"Now the presence of this instinct explains why we are so often taken by advertisers. You know, those gentlemen of massive verbal persuasion. And they have a way of saying things to you that kind of gets you into buying. In order to be a man of distinction, you must drink this whiskey. In order to make your neighbors envious, you must drive this type of car. In order to be lovely to love you must wear this kind of lipstick or this kind of perfume. And you know, before you know it, you're just buying that stuff. That's the way the advertisers do it.
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But very seriously, it goes through life; the drum major instinct is real. And you know what else it causes to happen? It often causes us to live above our means. It's nothing but the drum major instinct. Do you ever see people buy cars that they can't even begin to buy in terms of their income? You've seen people riding around in Cadillacs and Chryslers who don't earn enough to have a good T-Model Ford. But it feeds a repressed ego."

The sermon's core message is that we all have an instinct within us to be the "drum major" of our lives, to lead the parade. That instinct, left unchecked, can drive people to simply marinate in their own ego and seek attention without actually giving much back. King's message urges us to recognize that instinct, harness it for the power of good, and to allow ourselves to let go of materialism and our need to feel superior over others. In short, it's everything a car commercial is not.

Part of what makes "The Drum Major Instinct" one of King's most important works has to do how close it came to his death, just two months after the speech.

He described what he'd like his funeral to look like and how he'd like others to remember him. He asked that rather than draw attention to the many awards he earned during his lifetime that we focus on the message that he helped spread.

50 years after his death, it's a shame that so much of his work has become so sanitized that his message has been defanged and made palatable for members of society content with the status quo and whose knowledge of his fight started and ended with the "I Have a Dream" speech. There's so, so much more than that.

King in 1964. Photo by Keystone/Getty Images.

"Tell them not to mention that I have a Nobel Peace Prize — that isn’t important," he asked his audience to remind future eulogists. "Tell them not to mention that I have three or four hundred other awards — that’s not important. Tell them not to mention where I went to school."

He continued:

"I'd like somebody to mention that day that Martin Luther King Jr. tried to give his life serving others. I'd like for somebody to say that day that Martin Luther King Jr. tried to love somebody. I want you to say that day that I tried to be right on the war question. I want you to be able to say that day that I did try to feed the hungry.  And I want you to be able to say that day that I did try in my life to clothe those who were naked. I want you to say on that day that I did try in my life to visit those who were in prison. I want you to say that I tried to love and serve humanity.

Yes, if you want to say that I was a drum major, say that I was a drum major for justice. Say that I was a drum major for peace. I was a drum major for righteousness. And all of the other shallow things will not matter. I won't have any money to leave behind. I won't have the fine and luxurious things of life to leave behind. But I just want to leave a committed life behind. And that's all I want to say."

Using "The Drum Major Instinct" might have been a big mistake for Ram, but it's a good reminder for the rest of us to actually listen to the words King preached.

You can listen to a recording of King's "The Drum Major Instinct" sermon here and read the transcript here.

Everyone can all use a little lift at the end of the week, and we've collected some of this week's best stories to provide just such a pick-me-up. Here are 10 things we want to share, just because they made us so darn happy.

1. Introducing Lila, the U.S. Capitol Police's first emotional support dog.

After the traumatic experiences of January 6th, Capitol Police officers could definitely use some extra support. Lila, a two-year-old black lab, will now serve as the department's first full-time emotional support dog. Look at that sweet face!

2. Speaking of the Capitol, take a look at this week's gorgeous solar eclipse behind the dome.

NASA Administrator Bill Nelson shared the stunning "ring of fire" image on Twitter. Always a treat when nature gives us a great show.


3. Colorado sees its first wild wolf pups in six decades.

In the 1940s, the gray wolf was eradicated in Colorado by trappers and hunters, with the support of the federal government. Whoops. This week, Colorado Parks and Wildlife has announced the first evidence of wild wolf breeding in the state, a sign of hope for the endangered species. Read more about the discovery here.

Photo by M L on Unsplash


4. 30-year-old singer with terminal cancer amazed and inspired with her performance on America's Got Talent.

Keep Reading Show less

Everyone can all use a little lift at the end of the week, and we've collected some of this week's best stories to provide just such a pick-me-up. Here are 10 things we want to share, just because they made us so darn happy.

1. Introducing Lila, the U.S. Capitol Police's first emotional support dog.

After the traumatic experiences of January 6th, Capitol Police officers could definitely use some extra support. Lila, a two-year-old black lab, will now serve as the department's first full-time emotional support dog. Look at that sweet face!

2. Speaking of the Capitol, take a look at this week's gorgeous solar eclipse behind the dome.

NASA Administrator Bill Nelson shared the stunning "ring of fire" image on Twitter. Always a treat when nature gives us a great show.


3. Colorado sees its first wild wolf pups in six decades.

In the 1940s, the gray wolf was eradicated in Colorado by trappers and hunters, with the support of the federal government. Whoops. This week, Colorado Parks and Wildlife has announced the first evidence of wild wolf breeding in the state, a sign of hope for the endangered species. Read more about the discovery here.

Photo by M L on Unsplash


4. 30-year-old singer with terminal cancer amazed and inspired with her performance on America's Got Talent.

Keep Reading Show less
True

Each year, an estimated 1.8 million people in the United States are affected by cancer — most commonly cancers of the breast, lung, prostate, and blood cancers such as leukemia. While not everyone overcomes the disease, thanks to science, more people are surviving — and for longer — than ever before in history.

We asked three people whose lives have been impacted by cancer to share their stories – how their lives were changed by the disease, and how they're using that experience to change the future of cancer treatments with the hope that ultimately, in the fight against cancer, science will win. Here's what they had to say.

Celine Ryan, 55, engineer database programmer and mother of five from Detroit, MI

Photo courtesy of Celine Ryan

In September 2013, Celine Ryan woke up from a colonoscopy to some traumatic news. Her gastroenterologist showed her a picture of the cancerous mass they found during the procedure.

Ryan and her husband, Patrick, had scheduled a colonoscopy after discovering some unusual bleeding, so the suspicion she could have cancer was already there. Neither of them, however, were quite prepared for the results to be positive -- or for the treatment to begin so soon. Just two days after learning the news, Ryan had surgery to remove the tumor, part of her bladder, and 17 cancerous lymph nodes. Chemotherapy and radiation soon followed.

Ryan's treatment was rigorous – but in December 2014, she got the devastating news that the cancer, once confined to her colon, had spread to her lungs. Her prognosis, they said, was likely terminal.

But rather than give up hope, Ryan sought support from online research, fellow cancer patients and survivors, and her medical team. When she brought up immunotherapy to her oncologist, he quickly agreed it was the best course of action. Ryan's cancer, like a majority of colon and pancreatic cancers, had been caused by a defect on the gene KRAS, which can result in a very aggressive cancer that is virtually "undruggable." According to the medical literature, the relatively smooth protein structure of the KRAS gene meant that designing inhibitors to bind to surface grooves and treat the cancer has been historically difficult. Through her support systems, Ryan discovered an experimental immunotherapy trial at the National Institutes of Health (NIH) in Bethesda, MD., and called them immediately to see if she was eligible. After months of trying to determine whether she was a suitable candidate for the experimental treatment, Ryan was finally accepted.

The treatment, known as tumor-infiltrating lymphocyte therapy, or TIL, is a testament to how far modern science has evolved. With this therapy, doctors remove a tumor and harvest special immune cells that are found naturally in the tumor. Doctors then grow the cells in a lab over the next several weeks with a protein that promotes rapid TIL growth – and once the cells number into the billions, they are infused back into the patient's body to fight the cancer. On April 1, 2015, Ryan had her tumor removed at the NIH. Two months later, she went inpatient for four weeks to have the team "wash out" her immune system with chemotherapy and infuse the cells – all 148 billion of them – back into her body.

Six weeks after the infusion, Ryan and Patrick went back for a follow-up appointment – and the news they got was stunning: Not only had no new tumors developed, but the six existing tumors in her lungs had shrunk significantly. Less than a year after her cell infusion, in April 2016, the doctors told Ryan news that would have been impossible just a decade earlier: Thanks to the cell infusion, Ryan was now considered NED – no evaluable disease. Her body was cancer-free.

Ryan is still NED today and continuing annual follow-up appointments at the NIH, experiencing things she never dreamed she'd be able to live to see, such as her children's high school and college graduations. She's also donating her blood and cells to the NIH to help them research other potential cancer treatments. "It was an honor to do so," Ryan said of her experience. "I'm just thrilled, and I hope my experience can help a lot more people."

Patrice Lee, PhD, VP of Pharmacology, Toxicology and Exploratory Development at Pfizer

Photo courtesy of Patrice Lee

Patrice Lee got into scientific research in an unconventional way – through the late ocean explorer Jacques Cousteau.

Lee never met Cousteau but her dreams of working with him one day led her to pursue a career in science. Initially, Lee completed an undergraduate degree in marine biology; eventually, her interests changed and she decided to get a dual doctoral degree in physiology and toxicology at Duke University. She now works at Pfizer's R&D site in Boulder, CO (formerly Array BioPharma), leading a group of scientists who determine the safety and efficacy of new oncology drugs.

"Scientists focused on drug discovery and development in the pharmaceutical industry are deeply committed to inventing new therapies to meet unmet needs," Lee says, describing her field of work. "We're driven to achieve new medicines and vaccines as quickly as possible without sacrificing safety."

Among the drugs Lee has helped develop during her career, including cancer therapies, she says around a dozen are currently in development, while nine have received FDA approval — an incredible accomplishment as many scientists spend their careers without seeing their drug make it to market. Lee's team is particularly interested in therapies for brain metastases — something that Lee says is a largely unmet need in cancer research, and something her team is working on from a variety of angles. "Now that we've had rapid success with mRNA vaccine technology, we hope to explore what the future holds when applying this technology to cancers," Lee says.

But while evaluating potential cancer therapies is a professional passion of Lee's, it's also a mission that's deeply personal. "I'm also a breast cancer survivor," she says. "So I've been on the other side of things and have participated in a clinical trial."

However, seeing how melanoma therapies that she helped develop have affected other real-life cancer patients, she says, has been a highlight of her career. "We had one therapy that was approved for patients with BRAF-mutant metastatic melanoma," Lee recalls. "Our team in Boulder was graced by a visit from a patient that had benefited from these drugs that we developed. It was a very special moment for the entire team."

None of these therapies would be available, Lee says without rigorous science behind it: "Facts come from good science. Facts will drive the development of new drugs, and that's what will help patients."

Chiuying "Cynthia" Kuk (they/them) MS, 34, third-year medical student at Michigan State University College of Human Medicine

Photo courtesy of Cynthia Kuk

Cynthia Kuk was just 10 years old when they had a conversation that would change their life forever.

"My mother, who worked as a translator for the government at the time, had been diagnosed with breast cancer, and after her chemotherapy treatments she would get really sick," Kuk, who uses they/them pronouns, recalls. "When I asked my dad why mom was puking so much, he said it was because of the medicine she was taking that would help her get better."

Kuk's response was immediate: "That's so stupid! Why would a medicine make you feel worse instead of better? When I'm older, I want to create medicine that won't make people sick like that."

Nine years later, Kuk traveled from their native Hong Kong to the United States to do exactly that. Kuk enrolled in a small, liberal arts college for their Bachelor's degree, and then four years later started a PhD program in cancer research. Although Kuk's mother was in remission from her cancer at the time, Kuk's goal was the same as it had been as a 10-year-old watching her suffer through chemotherapy: to design a better cancer treatment, and change the landscape of cancer research forever.

Since then, Kuk's mission has changed slightly.

"My mom's cancer relapsed in 2008, and she ended up passing away about five years after that," Kuk says. "After my mom died, I started having this sense of urgency. Cancer research is such that you work for twenty years, and at the end of it you might have a fancy medication that could help people, but I wanted to help people now." With their mother still at the forefront of their mind, Kuk decided to quit their PhD program and enter medical school.

Now, Kuk plans to pursue a career in emergency medicine – not only because they are drawn to the excitement of the emergency room, but because the ER is a place where the most marginalized people tend to seek care.

"I have a special interest in the LGBTQ+ population, as I identify as queer and nonbinary," says Kuk. "A lot of people in this community and other marginalized communities access care through the ER and also tend to avoid medical care since there is a history of mistreatment and judgement from healthcare workers. How you carry yourself as a doctor, your compassion, that can make a huge difference in someone's care."

In addition to making a difference in the lives of LGBTQ+ patients, Kuk wants to make a difference in the lives of patients with cancer as well, like their mother had.

"We've diagnosed patients in the Emergency Department with cancer before," Kuk says. "I can't make cancer good news but how you deliver bad news and the compassion you show could make a world of difference to that patient and their family."

During their training, Kuk advocates for patients by delivering compassionate and inclusive care, whether they happen to have cancer or not. In addition to emphasizing their patient's pronouns and chosen names, they ask for inclusive social and sexual histories as well as using gender neutral language. In doing this, they hope to make medicine as a whole more accessible for people who have been historically pushed aside.

"I'm just one person, and I can't force everyone to respect you, if you're marginalized," Kuk says. "But I do want to push for a culture where people appreciate others who are different from them."