Pelé IP Ownership LLC, which owns his exclusive trademark and publicity rights, has filed a lawsuit with a federal court in Chicago.

The complaint says the ad shows a man who “very closely resembles” Pelé, as well as a professional footballer making a “modified bicycle or scissors-kick, perfected and famously used by Pelé”.

The 75-year-old ex-sports star earns most of his income through product sponsorships.

He has alleged Samsung withdrew from talks to use his likeness in its marketing campaign before running the contentious ad.