Mars Is His Mission

Naked Cowboy Wants Sweet Revenge

New York's Naked Cowboy is suing Mars (the confectionery giant, not te planet) for millions of dollars for "stealing" his image. Robert Burck is unhappy that a blue M&M was dressed in his skimpy trademark outfit for a video billboard advertisement. The ad, which shows the animated sweet in a white hat, boots, guitar and underwear, attracts customers to M&M's Times Square store. It is virtually identical to the outfit worn by the Naked Cowboy each day in Times Square, where he has become a tourist attraction. The candy-coated chocolate electronic alter ego has since disappeared from two video billboards.

FOOTNOTE: He's been spurred on.