Naked Cowboy sues M&M's ad

NEW YORK, Feb. 13 (UPI) -- The Naked Cowboy, who plays guitar in his underwear at New York's Times Square, has filed a lawsuit claiming an M&M's advertisement infringes on his trademark.

Robert Burck, 37 -- well known to tourists for playing his guitar while wearing only a cowboy hat, boots and white briefs -- filed suit for $6 million after Mars, the candy company that makes M&M's, unveiled a video billboard that features a blue M&M wearing a similar outfit, the New York Post reported Wednesday.

"My initial response was like, 'Wow that's cool,'" Burck told the newspaper. "All I've got is my underwear. It's the most brilliant thing that's ever been created from a marketing perspective. You can't stop it."

However, he said he later came to believe the Mars candy company was attempting to cash in on his popularity. He filed suit after receiving advice from lawyers and trademark experts.

"I'm huge now, but I represent the little guy," Burck said.