Johnny Cash estate sues Coca-Cola, claiming ad “stole” singer’s voice

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The estate of late country singer Johnny Cash has sued Coca-Cola, alleging the beverage giant exploited his likeness in a commercial. Filed last week, the lawsuit claims Coca-Cola violated right of publicity laws by using a Cash impersonator in an ad titled “Go the distance”, which aired in August during the college football season.

According to the suit seen by MARKETING-INTERACTIVE, the estate said Coca-Cola pirated Cash’s voice in a nationwide campaign to profit “without asking for permission or providing any compensation to the humble man and artist who created the goodwill from which Coca-Cola now profits.”

“Stealing the voice of an artist is theft. It is theft of his integrity, identity and humanity,” the estate added.

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The campaign itself is the third iteration of Coca‑Cola’s fall sports push, which celebrates college football’s “Best fans ever.” The TV spot highlights away-team fans, those who travel far from home to tailgate and support their teams with unwavering energy, and positions Coca‑Cola and Coca‑Cola Zero Sugar as a refreshing companion along the journey. The film features several of Coca‑Cola’s NCAA partner schools.

The 2025 campaign spans digital and social media, paid partnerships, on-pack and in-stadium promotions, outdoor advertising, and shopper activations. The “Fan work is thirsty work tour” will distribute ice-cold Coca‑Cola and Coca‑Cola Zero Sugar across 53 partner school campuses and select pro football tailgates throughout the season.

“From tailgating to cheering from the stands to watching every play from home, an ice-cold Coca‑Cola Original Taste or Coca‑Cola Zero Sugar is a familiar and refreshing companion,” said Stacy Jackson, VP, Coca‑Cola trademark, Coca‑Cola North America. “That’s what makes the brand’s role in college football so authentic — it’s been there for generations of fans, bringing people together and fueling the moments of passion, energy and connection that define the sport.”

The estate also claimed Coca-Cola hired a Johnny Cash tribute singer specifically to mimic his voice. “Coca-Cola selected the sound-alike singer to sing the vocal track for the specific purpose of ensuring that the infringing ad sounded as close as possible to the voice,” it said. The estate argued the ad creates the false impression of a connection or endorsement by Cash’s estate.

The issue of likenesses has also emerged in gaming. SAG-AFTRA recently filed an unfair labour practice charge against Epic Games’ Llama Productions, alleging the company used AI to replicate Darth Vader’s voice in Fortnite without negotiating with or notifying union actors. The union said Llama Productions replaced human performers with AI-generated voices, raising concerns over rights, compensation, and the use of actors’ digital replicas.

Fortnite stated it obtained permission from the family and estate of James Earl Jones, who originally voiced Darth Vader, to feature his iconic performance. The family said Jones wanted fans of all ages to continue enjoying the character, and the collaboration allows new generations to experience Darth Vader while respecting his legacy.

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