A Montana man who changed his name from Bob Craft to Jack Ass in 1997 is suing Viacom. He writes in his complaint:
Viacom International, through the use of MTV jackass (Johnny Knoxville / P. J. Clapp), is liable for injury to my reputation that I have built and defamation of my character which I have worked hard to create.
Jack Ass has a website where he promotes his (planned?) beer, which features a reminder to use a designated driver on the label. Jack is also graduate of Budweiser Beer School.