Early in September, images and video of Lambert in Bridgestone Tires' "Game On" promotion gained traction online, wherein Lambert is playing a Wii and over-acting in a style similar to his Kevin Butler character. Lambert appeared in Bridgestone commercials as early as February. On September 11, Sony filed a lawsuit against Bridgestone Tires and Wildcat Creek, an advertising agency for which Lambert is actually president.
Since the filing, Lambert has been removed from the most recent Bridgestone ads. The Game On promotion ended on September 30.
"We invested significant resources in bringing the Kevin Butler character to life and he's become an iconic personality directly associated with PlayStation products over the years," Sony's statement says. "Use of the Kevin Butler character to sell products other than those from PlayStation misappropriates Sony's intellectual property, creates confusion in the market, and causes damage to Sony."
Lambert and Sony reached an agreement on September 26, and Sony has until October 12 to officially withdraw the suit or announce it will continue forward. NeoGAF member Takao has a detailed breakdown of the entire lawsuit.
Below find a few of Lambert's most memorable Sony advertisements.