• Ad Age, Bnet, Wednesday, March 10, 2010 10:56 AM

I wonder what the litigious Lindsey Lohan thinks about the adjective that precedes her name in Rupal Parekh's run-down of the $100 million suit she has filed against E-Trade for a commercial in which a baby girl accusingly asks her baby boyfriend: "And that milkoholic Lindsay wasn't over?" The descriptor in question is the Murdochian "pop-tart."

Lohan's lawyer, Stephanie Ovadia, told the New York Post that E-trade is using her first name "as a parody of her life. Why didn't they use the name Susan? This is a subliminal message. Everybody's talking about it and saying it's Lindsay Lohan."

Lohan herself, as Parekh documents, seems to have taken the spot "in stride, if not be amused by it" in tweets she posted to fans after it broke during the Super Bowl broadcast. "hahahaha vitamin D never tasted so good!" she responded to one tweetaspondent. Grey, New York, is E-Trade's agency, but is not believed to be named in the suit.

"[Lohan] was once the darling of the ad world, sought after by major brands for her endorsement," writes Jim Edwards on Bnet. "If she walked down Madison Avenue now she wouldn't get arrested."

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