Last summer drivers on I-195 in New Bedford passed a towering billboard featuring Sasha Baron Cohen’s character Borat and the actor was not too pleased about it. But today his lawsuit was laid to rest.
In a lawsuit first filed on July 12, 2021, Baron Cohen felt Solar Therapeutics, Inc used his likeness without his permission when they placed a billboard featuring a photo of the actor in character as Borat along with the phrase, “It’s Nice!”, a frequent Borat catchphrase.
That same lawsuit claimed, “Mr. Baron Cohen never has used cannabis in his life. He never would participate in an advertising campaign for cannabis, for any amount of money,” and sought damages of at least $9 million.
Solar Therapeutics Inc’s legal counsel, Nicholas J. Hemond, Esq., issued a statement to Fun 107 last July that said “I am aware of the allegations made against Solar Therapeutics, Inc. (Solar). Upon receipt of the cease and desist letter from Mr. Cohen’s legal counsel, Solar immediately requested that the sign company remove the billboard in question. As there is an active case before the court, we have no further comment at this time.”
That active case is now apparently over.
According to a Tuesday May 17, 2022 filing in U.S. District