If that were the case the suit would be against the actor in a fairly standard breach-of-contract run.

Yes essentially they are making progress out of court. By Oct 12 they either need to say the discovery is making progess and another date will be issued, that an agreement has been made, or to continue to file for a suit. 

Jerry Lambert (Kevin Butler) is a VP for Bridgestone and so he has a contract with them too. He doesn't necessarily have a say in what Bridgestone ask him to do and so it's not his fault he respected the contract.

Hospitals are sued over mistakes made by doctors or nurses. Maybe it's the same here.

There are actually two defendants, Wildcat Creek, Inc. and Bridgestone. The former is headed by Jerry Lambert who is the actor that portrays Kevin Butler.

So, "Kevin Butler" has been sued by Sony.

Does anybody remember if Jerry Lambert used the name "Kevin Butler" during that advertising ?

The "kevin Butler"character rights probably belong to Sony.

There must be some clause in Jerry Lambert's contract with Sony that limits his ability to promote another console. In this case, he's indirectly promoting the Wii.

I'd love to know what case Sony has. Jerry Lambert isn't directly working for or promoting another console or console manufacturer.

No I think it means that the prcoess of initiatiing the case has begun and the defendant has been contacted, "discovered".

Wildcat Creek inc is the advertising company used by Bridgestone for the commerical.

No reference was made to Kevin Butler in the commerical.

Everything is going according to plan...