It has been 54 years since Martin Luther King gave his “I have a dream” speech. A page of history that gives ideas to advertisers.
On August 28, 1963, Martin Luther King gave the “I have a dream” speech in front of the Lincoln Memorial in Washington. This landmark moment in history still inspires advertisers today who use the American pastor's speech and struggle symbols for commercial purposes. Certain advertisements, like that of the telecommunications company Alcatel, caused controversy. However, the majority underlines the importance of this speech for equal rights.
La National Basketball Association (NBA)
In January 2015, the NBA (National Basketball Association) released a black and white film with the voice of Martin Luther King in the background. This achievement of the communication agency Translation highlights the social advances in which the NBA has participated. The NBA was indeed the first professional basketball league to have a black basketball player, Charley Cooper, and to hire a black coach and a female referee. The sports association is thus positioning itself as a defender of civil rights and social progress in the United States.
The TEDx conference program
The TEDx speaking program also used the image of Martin Luther King for its 2013 print campaign. TEDx represents iconic historical people who have struggled to advance mindsets. The program strives to become a vehicle for sharing ideas and progress. Values dear to Martin Luther King.
Global coffeehouse chain Starbucks also paid tribute to Martin Luther King on his birth day, Jan.15. The brand has indeed published a print in the New York Times in times of riots and revival of the civil rights movement. The goal? Take the time to reflect and remember “it's time to see things differently”. The red letters MLK thus let guess the initials of Martin Luther King. Starbucks highlights the action of Martin Luther King who encouraged a generation to think differently and to stand up for justice and equality without resorting to violence.
Finally, the Canadian daily newspaper The Gazette published a print advertisement on January 20, 2009. A symbolic choice since it is the day after the swearing in of Barack Obama as 44th President of the United States. According to the advertisement from The Gazette, Martin Luther's dream would have been fulfilled that day.