Last year, Hulk Hogan sued Post Foods for using his likeness to sell cereal. A commercial for the cereal featured the defeat of a character named "Hulk Boulder" by Bam-Bam, the baby from the Flintstones. Hulk Boulder resembled Hulk Hogan with his long blond hair and Fu Manchu mustache and was humiliated by his trouncing by a baby. Hogan reached a settlement in the case.
According to The Hollywood Reporter, Esquire, Hogan claims his likeness and catchphrases have been misappropriated once again, this time by a company that operates car dealerships in the St. Louis area.
Hogan has filed a lawsuit against Southland Imports and Suntrup Automotive Group for allegedly using Hogan's fame to sell cars. In a commercial for the cars, the company tells customers not to get "body slammed" by a bad deal. The commercial also speaks to customers who no longer want to "wrestle" for the right car at a good price. Hogan says that the defendant implied an endorsement by Hogan by using his catchphrases during the ad and imitating his voice.
Hogan claims that he sees himself in the commercial through the use of the term "brother" to refer to acquaintances, calling fans "Hulkamaniacs," and referring to one's own muscles as "guns" while pointing at them. Hogan wants to stop the commercial and he is seeking unspecified damages from the defendant.