Soccer legend Pele sues Samsung over ad featuring lookalike

The advertisement for Samsung televisions features a closeup photo of a model the lawsuit asserts “very closely resembles” Pele.
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Brazilian soccer legend Pele has filed a $30 million lawsuit against Samsung for the company’s use of a lookalike in an advertisement that ran in The New York Times last year, reports the Associated Press. 

The advertisement for Samsung televisions features a closeup photo of a model the lawsuit asserts “very closely resembles” Pele behind an image of a white soccer player performing a “modified bicycle or scissors-kick, perfected and famously used by Pele.” The ad does not mention Pele by name.

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Frederick J. Sperling, attorney for the company that handles Pele’s endorsement deals, filed the lawsuit in early March.

“The goal is to obtain fair compensation for the unauthorized use of Pele’s identity and to prevent future unauthorized uses,” Sperling said.

Pele, 75, won the World Cup three times with Brazil before retiring in 1977.