A law suit was filed in U.S. District Court in California last week by the Hebrew University of Jerusalem accusing GM of fraudulent use of Albert Einstein”s likeness. GM had used Einstein”s image in its ad campaign for the GMC Terrain. This is yet another marketing faux-pas for GM, which came under fire for a commercial in which Ed Whitacre was accused of exaggerating the truth with regard to the repayment of GM”s federal loans.
GM recently hired a new ad guru, and changed ad agencies twice so far in recent months for the Chevrolet brand. According to a spokeswoman for the company, the right to use the image for the as was acquired from a “˜reputable” firm which guarantees the rights that it sells to clients. The firm is as of yet unnamed.
GreenLight Productions LLC, the university”s licensing agent, supervises the licensing rights to Einstein”s likeness, as well as those of many car brands, including Saab. Hebrew University asked a federal judge to stop GM from using Einstein”s likeness in a way that suggests the late physicist and the university in any way endorse the company”s vehicles.
– By: Stephen Calogera
Source: Detroit News