It has been a long time since we have heard from Sony's advertising icon Kevin Butler, aka Jerry Lambert, who occasionally also promotes other companies.
This was also the case with tire manufacturer Bridgestone, who hired Lambert and his company Wild Creek for a TV commercial. The only problem was that Jerry Lambert also appeared in the commercial wearing a white lab coat and, moreover, handling a Wii console. Sony sees this as an infringement of its trademark rights to its advertising character, which is why it has now filed a lawsuit against Wild Creek.
Even though the exact reasons for the lawsuit are not yet known, one can probably speculate that Sony is primarily bothered by the Wii console. With Jerry Lambert in a white coat, the risk of confusion for Sony seems to be perfect.
Future collaborations with Sony and further entertaining TV commercials featuring Kevin Buttler are likely a thing of the past.
(Update)
Sony has since issued a statement explaining that they invested significant resources in the fictional character Kevin Butler to directly associate him with the PlayStation brand. Using this character to promote other products would cause confusion in the market and damage Sony's image.
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