Yesterday’s 52nd Super Bowl was without a question a spectacular show. There were a lot a lot of records broken on both sides, with the Philadelphia Eagles upsetting the New England Patriots and winning their first Super Bowl ever. With over 100 million viewers, and airtime starting at $5 million to run a 30 second tv spot, brands really have to make sure they’ve got a really great story to tell. But sometimes even the most beautifully shot footage won’t do your brand any service, and perhaps the opposite, especially if you’re story comes across as unauthentic and self-serving. As seen in this commercial for Ram Trucks featuring the voice of Martin Luther King.