New York judge rules `` Naked Cowboy '' Denny Chin can sue M & M over ads . Burck sued Mars , ad agency in 10 years for trademark infringement , privacy rights . Ad showed guitar-playing Mars Inc. dressed in white hat , boots , underwear . Judge dismissed privacy claim , saying that law only protects living persons .
New York judge rules `` Naked Cowboy '' Robert Burck can sue Mars Inc. over ads . Burck sued Mars , ad agency in February for trademark infringement , privacy rights . Ad showed guitar-playing M & M dressed in white hat , boots , underwear . Judge dismissed privacy claim , saying that law only protects living persons .