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It’s not what it looks like…

Dave Assman, a man from Canada is speaking out because his request for a personalized license plate containing his last name was rejected on account of it containing an “unacceptable slogan.”

The surname is German and is meant to be pronounced as “Oss-men,” NOT “Ass-man.”

“It’s my last name, I’ve always had it. I’m not ashamed of it. There’s nothing bad about it,”  Assman said.

However, local government officials saw things differently, Tyler McMurchy, a SGI spokesperson explained, “Even if a word is someone’s name and pronounced differently than the offensive version, that’s not something that would be apparent to other motorists who will see the plate.”

Assman said he would still like to get his license plate personalized in the future but he’s not counting on it, “I don’t think that’s going to happen, because SGI is SGI. They’ll do what they want anyway.”

Dave Assman is, of course, related to the infamous Dick Assman who appeared on David Letterman years ago.

Dick Assman recalls David Letterman days

Bonnie Allen talks to Regina's Dick Assman about his celebrity days with talk show host David Letterman.

This whole thing kind of sounds like it could be in a sitcom – like on an episode of Seinfeld…or wait…this DID happen on an episode of Seinfeld (except they allowed the plate)…

Cosmo Kramer - The ASSMAN (Seinfeld)

Compilation of Kramer's Assman shenanigans as well as the "Stop Short" move. Episode: The Fusilli Jerry (Original airdate: April 27, 1995). All footage courtesy of NBC. To see all the Seinfeld episodes, go to: Definition of stop short: To brake suddenly in order to cop a feel while "restraining" your passenger from being thrown forward.

Custom license plates can get pretty creative. Check out some of the best of the worst here.