"Takes a licking and keeps on ticking" is a popular advertising slogan first used by the Timex Corporation in the 1950s. The slogan was used to highlight the durability and reliability of Timex watches, which were known for their ability to withstand various forms of physical abuse, from being dropped on hard surfaces to being submerged in water.
Over the years, the phrase has become a popular idiom used to describe anything that is able to withstand adversity or continue functioning despite harsh conditions. It has been used in various marketing campaigns, as well as in popular culture, such as in song lyrics and movie titles.
The slogan has also inspired various parodies and adaptations, such as "takes a licking and keeps on ticking like a Timex" and "takes a licking and keeps on ticking like a champ."
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