This is specifically covered in cases like Midler v. Ford, and legally it matters what the use is for. If it's for parody/etc it's completely different from attempting to impersonate and convince customers it is someone else.
You can hear them here:
Midler version https://www.youtube.com/watch?v=WFVhL0jbutU&t=22s
Car ad https://youtu.be/hxShNrpdVRs