Swatch’s ‘Tick Different’ ad campaign ticks off Apple

Apple is suing Swiss watch maker Swatch for its “Tick different” ad campaign, which the Cupertino, California-based company says is a rip-off of its former “Think different” campaign, note the Swiss language site, Watson — as noted by AppleInsider.

In order to successfully argue its case, Apple will have to prove that at least 50% of consumers associate "Think dDifferent" with Apple branding. The tech giant is being represented by Zurich law firm Lenz & Staehelin, which filed a concurrent, but unsuccessful, complaint with the Swiss Federal Institute of Intellectual Property.

Responding to Apple's accusations, Swatch CEO Nick Hayek said any similarity between the two campaigns is coincidental. Hayek asserts "Tick different" has its roots in a Swatch campaign from the '80s that carried the phrase "Always different, always new."