Whatcha gonna do, Brother?

Local celebrity Hulk Hogan (a.k.a. Terry Bollea) is suing cereal giant Post over its Cocoa Smashdown commercial (below). The St. Pete Times reported it here. Legal Satyricon has it here. The Hulkster asserts that Post misappropriated Hulk's likeness, violated his of his right of publicity, and falsely suggest Hulk has endorsed Post's cereal. Specifically, Hulk argues that

a larger, muscular wrestler with long blond hair and blond Fu Manchu mustache named Hulk Boulder is likely to cause confusion ... as to the affiliation, connection, or association with Plaintiff Terry Bollea, or as to the origin, sponsorhip, or approval of Defendant Post Foods' goods, services or commercial activities by Plaintiff Terry Bollea.

Hulk does explain that early in his career he performed under the name Terry "The Hulk" Boulder. What do you think?

Hogan v Post