The controversial Bridgestone commercial featuring Kevin Butler actor Jerry Lambert was aired three days after the star’s contract with Sony expired, according to a story on the Hollywood Reporter. However, the performer was bound by an “exclusivity clause” that prevented Lambert from providing his services to competing video game manufacturers such as Nintendo. As such, flaunting Mario Kart Wii on public television probably wasn’t the actor’s greatest idea.

In a statement yesterday, Sony noted that “use of the Kevin Butler character to sell products other than those from PlayStation misappropriates Sony's intellectual property”. However, Bridgestone has responded that it never used the bogus PlayStation executive in its commercial.

"Mr. Lambert is one of the actors who appeared in the commercial as a Bridgestone engineer," the company stated. "Bridgestone denies that Kevin Butler appears in the Bridgestone commercial discussed herein and thus denies that he speaks or does anything whatsoever in the commercial."

Exactly how Sony is going to prove that the Butler character was used in the advertisement is unknown. We suspect that the fallout from this story is going to run for a while longer yet.