Max Verstappen is accusing online supermarket Picnic of improper use of his image in an advert using a lookalike of the Formula 1 driver.

Lawyers for the startup supermarket and Luxembourg-based management bureau Mavic S.A.R.L, which brought the case on behalf of Verstappen, will argue the case before a judge in Amsterdam on Thursday, the Volkskrant reports. Verstappen himself will not be present.

The bone of contention is an advert in which a Verstappen lookalike delivers Picnic products to customers, which parodies an earlier advert Verstappen made for the Jumbo supermarket chain in which the driver delivers shopping in his racing car at full speed.

In Picnic’s version Verstappen takes a more leisurely approach as he steps into a small Picnic car having walked past a Jumbo delivery van: ‘Start on time and you won’t have to race’, the slogan goes.

While Jumbo could see the funny side, Verstappen could not, the paper writes. Mavic contends that the Picnic advert is ‘an infringement of the exclusive license to use his image that Max has given to certain companies’.

Earlier attempts to impound Picnic’s bank accounts came to nothing because the court decided the management bureau could not prove Verstappen’s reputation had suffered.

Picnic said it was confident of winning the case.