Lindsay Lohan and the E*Trade “milkaholic” baby

Lindsay Lohan has filed a lawsuit in New York against E*Trade, seeking $50 million in compensatory damages and $50 million in punitive damages.  She also seeks to have the advertisement pulled.  The advertisement, which premiered during Super Bowl XLIV,  involves an off-screen female voice asking the on-screen E*Trade baby through a video chat if “that milkaholic Lindsay” was over when he didn’t call her the night before, prompting another baby, Lindsay, to step into the camera and ask “milk-a what?”

Is Lindsay Lohan identifiable from the E*Trade use?  Lohan’s attorney has stated that Lohan is famous on a single-name basis, just like Oprah or Madonna.  Whether that can be established may be up to the judge or jury if the parties don’t settle the claim first.

Here is a link to the story:

http://www.msnbc.msn.com/id/35780790/ns/business-media_biz/