Louis Vuitton vs. Hyundai

Most companies would kill to have their brand in a Super Bowl commercial.

Not Louis Vuitton.

The Parisian purse maker is suing Hyundai for using its logo in a car commercial that aired during Super Bowl XLIV, the most watched sports even in U.S. television history.

The logo appeared only briefly, showing up on a basketball handled during a pickup game - one a several scenes that juxtaposed the ordinary with the luxurious.

But that was enough to make the French firm furious.

In a trademark infringement suit filed in Manhattan Federal Court, Louis Vuitton described its logo as "famous and incontestable."

The lawyers argued that Hyundai could have gotten its point across without using the posh pattern - a registered trademark since 1932.

It was the only logo used in the ads. The other scenes featured cops eating caviar, a yacht parked between modest homes, blue-collar workers lunching on lobster and a Hyundai driving under street lights transformed into chandeliers.

Neither company returned calls for comment.

Luxury fashion house Louis Vuitton sues automaker Hyundai for using its logo in Super Bowl ad