The Ogilvy & Mather-created ad for IBM's ThinkPad had run for almost a year, during which it was the only computer to feature drop protection technology, or "Klutz proof wireless".
However, after Apple introduced the same technology in its PowerBooks at the end of January 2005 and the ad was aired in February, two viewers and Apple fans complained. They said the ad's strapline, "Klutz Proof Wireless. Only on a Thinkpad", was misleading.
IBM decided to withdraw the ad before the Advertising Standards Authority upheld the complaint, which it said was misleading. IBM also withdrew the claim from its website.
O&M said it booked the airtime for the ad before the PowerBooks became available in the UK and they had only been on the market for five weeks when the IBM ad last ran.
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