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Actor Sacha Baron Cohen has sued a Massachusetts firm for using an image of his character ‘Borat’ and his catchphrase, “It’s nice”. For one, it was without his authorization, secondly he is highly protective of his image, and to top it all, the company is selling marijuana – something he doesn’t use.
Watch:
https://www.youtube.com/watch?v=seYe42T3yzQ
The lawsuit:
https://www.bloomberglaw.com/public/desktop/document/CohenetalvSOLARTHERAPEUTICSINCetalDocketNo121cv11139DMassJul12202?1626163798
‘Borat’, a bumbling journalist from Kazakhstan, is a character Baron Cohen played in two Hollywood movies. Solar Therapeutics used a photo of Borat holding two thumbs up, with the caption, “It’s nice”, on a billboard in Massachusetts to promote its products. But the British comedian maintains in his lawsuit that he “has never used cannabis” because he “does not believe it is a healthy choice,” and he never would participate in an advertising campaign for cannabis, for any amount of money.” The lawsuit also says he is “highly protective” of his image: in fact, he has never let ‘Borat’ do any advertising. He himself had once turned down a $4 million offer to appear in a car commercial. Ironically, ‘Ali G’, another of Cohen’s memorable screen personas, has even mocked the “stoner culture”
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The British comedian, known for his politically sensitive and debatable spoofs, sees himself as a social activist too, and putting him up on a billboard to sell cannabis “would weaken his credibility”. He has sought $9 million in damages. Solar Therapeutics has meanwhile taken the billboard down.
Solar Therapeutics is of course in the wrong. There have been a series of fake celebrity endorsements involving Clint Eastwood, Sandra Bullock, Kim Kardashian and others, and this lawsuit can help arrest the trend.
But it is also surprising to see Baron Cohen getting shocked about it after making a career of playing pranks and shocking others. He gate-crashed a Trump rally after make-up and prosthetics to look like Trump. ‘Borat’ was heavily criticized for stereotyping Kazakhstan, and his other characters appear in TV interviews making politically insensitive remarks. Lawsuits involving him are usually directed at him, and for once he has changed sides.
Also see:
https://www.reuters.com/legal/transactional/sacha-baron-cohen-sues-cannabis-company-over-borat-billboard-2021-07-13/
https://nypost.com/2021/07/13/sacha-baron-cohen-sues-solar-therapeutics-over-borat-billboard/
https://www.nbcboston.com/news/local/sacha-baron-cohen-sues-massachusetts-cannabis-dispensary-over-borat-billboard/2428610/
https://www.forbes.com/sites/roberthart/2021/07/13/sacha-baron-cohen-sues-cannabis-company-for-9-million-over-borat-billboard/?sh=15134f783d15