Hulk Hogan trying to bodyslam "Hulk" cereal ad

Wrestler Hulk Hogan stands during Game 4 of the NBA Finals basketball game between the Orlando Magic and the Los Angeles Lakers in Orlando, Florida June 11, 2009. REUTERS/Hans Deryk

LOS ANGELES (Hollywood Reporter) - Hulk Hogan is suing over a commercial for Cocoa Pebbles cereal.

The Hulkster says Post Foods stole his likeness to depict him suffering humiliating defeat to Bam-Bam of “Flintstones” fame.

Terry Bollea (Hulk’s real name) filed the lawsuit in Tampa District Court alleging misappropriation of name and likeness and false endorsement.

In the commercial, a character known as “Hulk Boulder” with long blond hair and a blond Fu Manchu mustache takes part in a “Cocoa Smashdown” against various “Flintstones” characters. He defeats Fred and Barney in the ring, begins to reward himself with a bowl of cereal pulled from his championship belt, but then is ambushed by Bam-Bam. According to the complaint, “Hulk Boulder is shown humiliated and cracked into pieces with broken teeth, with the closing banner ‘Little Pieces...BIG TASTE!’”

Hogan points out that he wrestled in the late 1970s as “Hulk Boulder” during his transition from Brutus Beefcake’s tag team partner to WWF icon. The complaint lists all sorts of tidbits about his career, such as the fact that he was the most-requested celebrity of the 1980s for the Make-a-Wish Foundation and had the single biggest 900 phone number from 1991 to 1993.

Hogan’s attorney, Joseph Bain, is clearly trying to show his client’s celebrity endorsement is worth something, although he left out the part where Hogan extolled his Hulkamaniacs to eat their vitamins every day.