Mercedes-Benz turned a few heads when it appropriated the image of Martin Luther King in a new ad for its luxury SLS AMG coupe.

The SLS AMG is a sleek, $175,000 sports car that is immediately recognizable due to its signature gullwing doors. In the ad, Mercedes cuts together various footage of people over the years raising their hands in triumph, which includes a few seconds of Dr. King raising his hands while giving a speech. Other images of victory, like Muhammad Ali, Roger Federer and other nonspecific people, play as a voiceover describes the history of this pose. Finally, the ad fades to the new coupe, as the gullwing doors raise in a similar fashion.

The use of King raised a few eyebrows, with several commentators pointing out that Mercedes was using an image of a man who campaigned for basic civil rights and equality in order to help sell an expensive luxury car. Despite the complaints, it appears Mercedes will air the ad as intended. The automaker licensed the rights from King's estate for an undisclosed fee.

Drivers in the market for a used car may want to consider a Mercedes, as the low prices make the brand more accessible.