Robert Burck, known to many as "The Naked Cowboy", has launched a lawsuit against candy giant Mars.
An video billboard ad for the Times Square M&M store depicts a blue M&M dressed in white cowboy boots, a white hat and underwear and sporting a guitar. Burck contends that Mars is violating his trademark outfit.
The Naked Cowboy's claim to fame is appearing at the intersection 45th Street and Broadway and playing his guitar while clad in cowboy boots, a hat and underwear. As a result of the lawsuit, the video billboard ads have disappeared.