Pixels or Death's Joseph Rush writes, "Never mind the fact that Sony never actually trademarked the 'Kevin Butler' character or that the actor, Jerry Lambert, has done Bridgestone commercials for years. This hullabaloo stems from the actor holding a Wii remote in his hands during the commercial. That’s it. He doesn’t say anything. He doesn’t wear a clever 'Kevin' name tag.
It’s as though Jerry Lambert is Prince Adam and any piece of video game hardware in existence is the Power Sword; Sony is insinuating that touching one transforms Lambert into Kevin Butler.
Sony is practically condemning this man to a lifetime of only being able to hold the Japanese manufacturer’s products."