Their recent ad featuring Dr. Martin Luther King's historic "I Have A Dream" speech is a marvel of courageous gall and stands in a vastly different league from their competitors' relatively timid performances. I must give credit where credit is due: both Alcatel (a French telecommunications company) and Dr. King's family were crucial in the production of this advertising gem.
I cannot begin to approximate the popular reach of Dr. King's work as embodied in his "Dream" speech. His life-long dedication to racial equality has come to symbolize the American cause for the same and continuing struggle against (even today) the ghosts of such well-known events as slavery and the Civil War. Alcatel has capitalized on the concept of "communication"-a product campaign that Dr. King would surely have endorsed-and deftly transformed his life's-work into a commodity. What a shame that advertisers never thought to approach King directly! He could have then discarded such abstract and wispy causes as "equality" and "civil rights" for the more lucrative field of business. How ironic that a man of such charisma in currying public favor might also be wholly oblivious to the marketing potential of his image. What a pairing of intellect and ignorance! Truly, nobody is perfect. We may fondly remember Dr. King as a great man with one fatal flaw-an inability to see the world in dollar signs.
Fortunately enough, hope is not lost. King's heirs have realized the vision King himself could not and, in so doing, achieved the great American dream: getting something for nothing. Wouldn't their father be proud? They have cleverly exploited the copyright on King's work to generate cash without lifting a finger. I wish I was so lucky! Alas, only the privileged may stand on the shoulders of their famous parents, while the remaining children of America are doomed to work and earn their keep. Life, as they say, is not fair. Still, I acknowledge the King family's wonderful astuteness in recognizing that besides honoring, respecting and loving a father, one may also sell him. Such quickness in the event of opportunity can only be admired.
I have no doubt of their devotion and gratitude to Dr. King. As much as he was a role model in life, his commercial possibility now lasts beyond the grave. And in return, how thoughtful of them to expand King's versatility-his status as a national hero is now supplemented by a posthumous stint as a telecommunications pitchman. That King himself never thought to make commercials when he was alive is a testament to his children's ingenuity and enterprise. This creativity is, I must admit, deserving of the substantial sum it has garnered the family.
I only wish that Dr. King could see them now. How astonished he would be at the possibilities they have uncovered.
In response to the gnashing and wailing of the advertisement's opponents, I say: Enough! Degrading? Disrespectful? Inappropriate? Who could respect Dr. King more than his sons and daughters? Who could be more dedicated to the realization of his hopes and wishes? I prefer to consider the cooperation of Alcatel and the Kings in a positive light. Do they not demonstrate a beautiful harmony of motive? Did Dr. King not support the growth of understanding between all humans? They have a dream-who are we to criticize? There is one (and only one) law which trumps all else: profit. Props to Alcatel and the Kings for pursuing this great hope! Of the causes that Dr. King supported in his lifetime-racial equality, civil rights and pacifism-all were marked by a lack of materialism. This void has at last been filled. What could be more just?
The Alcatel/King merge, while innovative, is only the first rung on an infinite staircase of possibility. I hope this lightning-quick progress will be continued by others in the business world. Be brave, corporations of America! Heed not the false cries of those who would hinder you! Forge into uncharted territory! Let profit be your guide! And tolerate nobody who tells you it cannot be done! With these maxims in mind may we someday enter the grocery store to purchase cereal endorsed by God Himself.