3. A parody ad about incest led to a lawsuit on censorship, a bizarre friendship, and a movie.
The November 1983 issue of Hustler featured a parody ad for Campari, in which infamous Christian right-winger, Jerry Falwell, recounted a sexual encounter with his mother. Falwell, furious with the ad, sued Flynt and Hustler for $45 million.
A lengthy trial about decency and the First Amendment followed—a psychiatrist was brought in to analyze Falwell's relationship to his mother, and the phrase "Are you going to turn America into the Planet of the Apes?" was literally uttered by a prosecutor. In the end, Falwell was awarded $100,000 in damages—a decision that was reversed in 1988, making Flynt the winner.