Not the Real Thing: Johnny Cash Estate Sues Coca-Cola Over ‘Sound-Alike’ Ad

The beverage giant is facing legal heat for allegedly hiring an impersonator to mimic the Man in Black’s voice instead of paying for the real deal.

The estate of country music legend Johnny Cash has launched a legal battle against Coca-Cola, alleging the beverage giant engaged in a calculated move to use the late singer's voice without paying for it.

In a complaint filed in the U.S. District Court in Nashville, the John R. Cash Revocable Trust accuses Coca-Cola of hiring a "sound-alike" singer to mimic Cash’s distinct baritone for a nationwide advertising campaign. The lawsuit seeks not only damages but also an immediate injunction to pull the ad off the air.

The Commercial in Question The controversy centers on a TV spot titled "Go the Distance," which began airing in August 2025 as part of Coca-Cola’s "Fan Work Is Thirsty Work" campaign for the NCAA college football season.

The visual content of the ad is standard fare—fans enjoying Coke products at games featuring powerhouse schools like the University of Michigan, Notre Dame, USC, LSU, and Ohio State. However, the audio is where the trouble lies.

According to the lawsuit, Coke’s ad agency specifically sought out a vocal performance that "sounded as close as possible" to Johnny Cash. To achieve this, they allegedly hired a professional tribute artist who markets himself under the titles "The No. 1 Johnny Cash Tribute Show" and "The Man in Black — A Tribute to Johnny Cash."

The Trust argues that the result was effective—too effective. They claim the voice in the ad is "readily identifiable and attributable to Johnny Cash," confusing viewers into believing the late icon had endorsed the campaign.

Testing the 'ELVIS Act' This lawsuit is one of the first high-profile tests of Tennessee’s newly enacted ELVIS Act (Ensuring Likeness Voice and Image Security). Signed into law in March 2024, this legislation was designed to update publicity rights for the AI era.

Crucially, the ELVIS Act defines a "voice" as any sound that is recognizable as a specific individual, regardless of whether it is the actual person speaking or a simulation (human or digital). This gives the Cash estate a powerful legal weapon to argue that a "sound-alike" is just as infringing as using the original recording.

"They Known Better" A key argument in the complaint is Coca-Cola’s vast resources and history of legitimate licensing. The lawsuit highlights that Coca-Cola, a company with over $47 billion in revenue (2024) and a market cap north of $300 billion, is no stranger to celebrity endorsements.

The Trust notes that Coke has previously cut checks to global superstars like Taylor Swift for the use of their image and voice. "Coca-Cola knows that it needs a license to exploit... the name, image, likeness, and voice of artists," the complaint states, accusing the brand of capitalizing on Cash’s legendary status while "never even bothering to ask the Trust for a license."

A Wave of Music Lawsuits This case didn't happen in a vacuum. It marks the latest chapter in an aggressive crackdown by the music industry on brands using intellectual property without permission.

Just in the last few months, the legal dockets have been full:

• August 2025: Sony Music Entertainment sued shoe retailer DSW, alleging "rampant infringement" of sound recordings in social media ads.

• May 2025: Warner Music Group also targeted DSW for using over 200 songs in TikTok and Instagram content.

• October 2024: Universal Music Group filed a suit against the restaurant chain Chili’s for similar social media offenses.

• Other Targets: Major labels have recently gone after entities ranging from Marriott Hotels and the University of Southern California (USC) to cookie brand Crumbl and even NBA teams, all for unauthorized use of music in promotional content.

With the Johnny Cash estate now stepping into the ring using the new ELVIS Act, brands may be forced to rethink the strategy of using "sound-alikes" to save money on licensing fees.