LVMH Moët Hennessy Louis Vuitton filed a trademark lawsuit against Hyundai Motor Co. on Monday, accusing the carmaker of using its toile monogram in a television ad that ran during Super Bowl XLIv. The nBC broadcast reached a record 106 million viewers.
In the 30-second spot, titled “Luxury,” a voiceover asks, “What if we made luxury available to everyone?” as the camera pans past a yacht parked between single-story homes and two police officers eating caviar in a patrol car. A similar setup shows a group of men playing playground basketball using a ball with a Vuitton-like pattern stamped on its leather.
The suit, filed in U.S. District Court in Manhattan, accuses the South Korean auto company of trademark infringement and dilution. Attorneys for the luxury brand said that, in using the pattern, Hyundai sought to “benefit commercially from the fame and renown of the LVM marks by creating a false association between Louis Vuitton and its automobiles.”
Representatives for Hyundai did not return calls for comment.
LVMH is seeking an injunction, the destruction of all copies of the commercial, legal fees and unspecified damages, among other remedies.
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