Is jumping in the air classified as a trademark?

Jetstar and Toyota are embroiled in legal proceedings after the budget airline contested Toyota's plan to trademark its 'Oh, What a Feeling!' "jump".

Toyota has used actors jumping in the air at the end of its advertisements since the mid-1980s while Jetstar has used actors doing a star jump since it was launched in 2004.

Glenn Campbell, spokesperson for Toyota, said that Toyota filed a trademark application earlier this year with government intellectual property authority IP Australia.

The trademark was accepted for registration by IP Australia on February 28 but Toyota is aware that a notice of opposition was filed on August 31.

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