LOS ANGELES: Bob Craft, a Montana based man who legally changed his name to "Jack Ass" back in 1997 has sued media conglomerate Viacom. He claims that the television show and movie Jackass has damaged his reputation. In India the show airs on MTV.
Craft (aka Ass) said that he changed his name to raise awareness about the dangers of drunk driving and responsible choices. A Reuters report indicates that Craft changed his name after his brother and friend were killed in a car crash. He will be representing himself and will be claiming damages to the tune of US $10 million or more.
Jackass with Johnny Knoxville features outrageous and dangerous stunts. Fans have suffered casualties in attempts to mimic the same. In December, a Mexican teen lost his life while attempting a stunt. 
Craft (aka Ass) hosts a web site (www.andiass.com) centred around a donkey-like cartoon character "Andi Ass," which touts T-shirts, baseball caps, souvenir beer bottles and a message of responsible drinking.