Someone (from Houston) has an S2000 that was used by General Tire in one of their ads recently. He contacted an attorney. They attorney wrote a letter. First offer he took, 6000 in pocket, 4000 for the attorney, total of course was 10000.
I think he just wanted a set of their tires, although he didn't ask for something specifically.
I would have just been proud to be in one of their ad campaigns. However he is a semi professional photographer and they technically "stole" his watermarked work I guess.