GM developed an ad for its Terrain utility vehicle that featured a tattooed, shirtless image of Albert Einstein with “his underpants on display.” The body featured in the ad with Dr. Einstein’s head was that of one of People magazine’s “sexiest men alive.” The ad carries the caption “Ideas are sexy too.”

The Hebrew University of Jerusalem has filed suit against GM to enforce the name and intellectual property rights that Dr. Einstein willed to the university. GM has responded that it purchased the image of Dr. Einstein for use from a licensing firm. Does the university have a basis for its claim for $75,000? Could it stop the use of Dr. Einstein’s head on another body in an ad? Discuss what intellectual property rights are at issue here.