It's been 15 years since Seinfeld went off the air, but Jackie Chiles is apparently as litigious as ever.
Chiles' fictional character, a lawyer modeled on Johnnie Cochran, has surfaced in a new ad campaign for Jim Beam. The premise: Jim Beam calls Chiles to complain about bears. Bears are stealing honey, which is needed for Jim Beam's new honey-flavored whiskey. Chiles' solution is to sue the bears.
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The brand introduces a #suethebears hashtag to help the discussion along on Twitter.
In addition to resurrecting the Chiles character (a move that required the approval of Jerry Seinfeld), Jim Beam also encourages consumers to donate to the Pollinator Partnership, an organization dedicated to helping honey bees.