From AOLnews.com:

Hulk Hogan is ready to rumble with Post Cereal.

The wrestling legend, whose real name is Terry Bollea, has filed a federal lawsuit against the cereal giant, alleging the company uses — and degrades — his likeness in a wrestling-themed Cocoa Cocoa Puffs commercial, the Tampa Tribune reports.

The ad features a bulky, blonde mustachioed wrestler named Hulk Boulder going to mat and handily beating Fred Flintstone and Barney Rubble — but losing to Barney’s brawny son, Bamm-Bamm.

In the lawsuit filed in federal court in Florida, Hogan claims Post uses his image without his permission and degrades him by showing him “humiliated and cracked into pieces with broken teeth, with the closing banner, ‘Little Pieces…BIG TASTE!'”

Hogan said he used the name Hulk Boulder early in his career before changing it at the suggestion of wrestling promoter Vince McMahon.

According to the Tribune, Hogan voiced his objections to the ad with Post in August, but said the company continued airing “Cocoa Smashdown” ads, which Hogan claims have harmed him with “unauthorized and degrading depictions.”

Hogan markets his own food products – the Hogan Energy drink and Hulkster Burgers, a line of microwaveable hamburgers, at Walmart.

Post has not commented publicly on the lawsuit.

With all the years of legal experience I have under my belt, I can safely say that Hogan has no case here. He is portrayed early in the commercial as the dominant world champion who really likes cocoa cereal. He isn’t made to look bad until Bamm Bamm starts shooting on him. Bamm Bamm, as such, violated the code of the locker room, and therefore he is the real villain in all of this. I plan on suing him for this immediately, or at least just as soon as I get back from the supermarket, where I need to buy some delicious Cocoa Pebbles. – Dusty