50 Cent won't change his name – not even for the sake of tacos. The rapper is suing fast-food chain Taco Bell, claiming the restaurant has used his name without permission in a new ad campaign. As part of their Why Pay More? adverts, Taco Bell cheekily suggested that 50 Cent, born Curtis Jackson, change his moniker to 79 Cent, 89 Cent or 99 Cent.
Given that they didn't care about 50 Cent's approval, we wonder why Taco Bell didn't go even further – recommending he change his name to Oh Gosh Taco Bell Your Products Are So Delicious.
The Why Pay More? adverts promote burritos, tacos and other Mexican food priced at under a dollar. In court papers filed on Wednesday, 50 Cent's lawyers say their client was never approached about the campaign, only learning of it when news media began reporting on Taco Bell's quirky suggestion.
"Without seeking or obtaining Jackson's authorisation, defendant Taco Bell made him the star and focus of its nationwide advertising campaign by using his name, persona and trademark to promote Taco Bell's business and products," the lawsuit says.
Though Taco Bell composed a humorous formal letter, appealing to 50 Cent to change his name, this correspondence was never sent to the rapper – only to journalists.
"As Taco Bell intended, many customers believed that 50 Cent had agreed to endorse Taco Bell's products. Indeed, postings on numerous internet 'blogs' castigated 50 Cent for 'selling out' by his apparent endorsement of Taco Bell," the lawsuit continues.
50 Cent is now seeking $4 million (£2 million) in damages from the Irvine, California-based company.
Taco Bell, meanwhile, won't wipe the stupid grin off their face. Spokesman Rob Poetsch released a statement saying, "We made a good faith, charitable offer to 50 Cent to change his name to either 79, 89 or 99 Cent for one day by rapping his order at a Taco Bell, and we would have been very pleased to make the $10,000 donation to the charity of his choice."
Maybe a British corporation will enter the fray – Marks & Spencer's perhaps - asking 50 Cent to reinvent himself as 25 Pence. Or for China Telecom, maybe, as 3 Yuan. Or better yet, 50 Cent could become a spokesman for a Vietnamese company – just because it makes us giggle. Curtis Jackson, we dub you 8,333 Dong!
