Timex and a film production company, Polar Bear Productions, are snared in a legal dispute over a T.V. commercial they made in the '90s that featured kayakers wearing Timex watches.

Timex used the commercial long after their license with the producers expired. Lawsuits ensued. In a ruling sending part of the case back to a lower court, the 9th Circuit Court of Appeals noted the history of the case:

The promotion was so popular with Timex that it just kept on ticking and continued using the footage well beyond any permission to do so.

Who says judges on the 9th Circuit are uptight? (The judges even footnoted the fact that "keeps on ticking" is a registered trademark of Timex.)