Apple is taking Swatch to court after the Swiss watchmaker used the slogan Tick different to promote its NFC-enabled watch. Apple is arguing that the slogan unfairly trades on its own Think different campaign, while Swatch claims that the reference is purely coincidental.Think different is arguably one of the most famous ad slogans in history, used by Apple from 1997 to 2002. It emerged from the one-minute Crazy Ones commercial which featured a total of 17 people who changed the world by challenging the status quo The people who appeared in the ad were Albert Einstein, Bob Dylan, Martin Luther King Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mohandas Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright and Pablo Picasso. Other famous figures featured in the print ads and campaign posters included Mahatma Gandhi, Richard Feynman and Frank Capra.The Think different campaign included print ads which stood out because they made no reference to Apple products, featuring only a photo of a historic figure, the slogan and a small Apple logo.
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