Louis Vuitton have just announced they will be pursuing litigation against Hyundai for their 2010 Superbowl commercial. According to the trademark dilution complaint, “Hyundai’s conduct is likely to both dilute the distinctiveness and tarnish the reputation of the LVM marks.” The suit begins next week in New York as Louis Vuitton Malletier v. Hyundai Motor America, 10-cv-1611, U.S. District Court, Southern District of New York (Manhattan).