Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 1 of 12

IN THE UNITED STATES DISTRICT COURT 
FOR THE NORTHERN DISTRICT OF ILLINOIS 
EASTERN DIVISION 
 
 
JELLYVISION, INC.,        )  JURY DEMAND 
            ) 
Plaintiff,        ) 
            ) 
v.          )   
            ) 
AFLAC INCORPORATED,      )   
            ) 
Defendant.        ) 
 
 
COMPLAINT 

Plaintiff  Jellyvision,  Inc.  (“Jellyvision”),  for  its  Complaint  against  Defendant  Aflac 

Incorporated (“Aflac”), alleges as follows: 

Nature Of Action 

1. This action arises from Aflac’s unauthorized use of YOU DON’T KNOW QUACK in 

connection with an online game. Such use constitutes infringement of Jellyvision’s federally 

registered trademark YOU DON’T KNOW JACK, which Jellyvision has used for more than 15 

years for games. 

2. As set forth more fully herein, Aflac has recently begun using YOU DON’T KNOW QUACK 

for a game accessible on its website. Aflac’s use is unauthorized by Jellyvision and represents an 

effort to trade on the valuable goodwill and reputation associated with Jellyvision and its YOU 

DON’T KNOW JACK mark. 

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 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 2 of 12

3. Aflac’s use of YOU DON’T KNOW QUACK has caused, and is likely to continue to cause, 

confusion with regard to the affiliation or connection between Aflac and Jellyvision, and with 

regard to the source, sponsorship, or approval of Aflac’s game, resulting in the unjust 

enrichment of Aflac.  

4. Jellyvision seeks, among other remedies, injunctive and monetary relief for injuries that 

have been, and will continue to be, caused by Aflac’s unauthorized use of YOU DON’T KNOW 

QUACK, in violation of the Lanham Act (15 U.S.C. §§1051 et seq.) and related Illinois laws. 

Jurisdiction and Venue 

5. This Court has personal jurisdiction over Aflac because Aflac has engaged in business 

activities in, and directed to, the State of Illinois and within this Judicial District, and because 

Aflac has knowingly committed tortious acts aimed at, and causing harm within, the State of 

Illinois and this Judicial District.  

6. This Court has jurisdiction over the claims in this Complaint pursuant to 15 U.S.C. §1121 

and 28 U.S.C. §§1331, 1338 and 1367. 

7. Venue is proper in this Judicial District under 28 U.S.C. §1391(b) and (c) because 

Jellyvision and Aflac reside in this District, because Jellyvision and Aflac transact business in this 

District, and because a substantial part of the events giving rise to Jellyvision’s claims have 

occurred, and are occurring, within this District. Furthermore, the damage to Jellyvision and its 

intellectual property described herein continues to occur in this District. 

Parties 

8. Jellyvision is an Illinois corporation with its principal place of business in Chicago, Illinois. 

2 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 3 of 12

9. Aflac is a Georgia corporation with its principal place of business in Columbus, Georgia.  

Jellyvision’s YOU DON’T KNOW JACK Mark 

10. Jellyvision creates and develops original interactive and non‐interactive experiences. 

One of Jellyvision’s core products is a game that it sells under the mark YOU DON’T KNOW 

JACK. The game, first released in 1995, entails players answering humorous multiple‐choice 

questions. 

11. Jellyvision’s YOU DON’T KNOW JACK game has enjoyed enormous commercial and 

critical success. The game can be played on computers, in either CD‐ROM or online format, as 

well as on the Sony PlayStation system. Jellyvision’s YOU DON’T KNOW JACK game has won 

more than 50 awards from the interactive industry. Since 1995, over 5 million units of YOU 

DON’T KNOW JACK games have been sold. In the summer of 2001, the ABC television network 

premiered a prime‐time television show version of YOU DON’T KNOW JACK, under license from 

Jellyvision. 

12. The phrase YOU DON’T KNOW JACK is used in the game itself, on the packaging of the 

game, and in advertisements for the game. Since the inception of the product line, the YOU 

DON’T KNOW JACK mark has consistently taken the visual form of the words YOU DON’T KNOW 

sitting on top of the work JACK, which is two to three times as tall, and equally as wide, as YOU 

DON’T KNOW; thus: 

 
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 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 4 of 12

13. Jellyvision has promoted its YOU DON’T KNOW JACK game through various media, 

including print, electronic, television, and radio. Since 1995, Jellyvision and its licensees have 

spent millions of dollars promoting Jellyvision’s YOU DON’T KNOW JACK mark, brand, and 

games. Jellyvision’s efforts have resulted in millions of aural and visual consumer impressions of 

the YOU DON’T KNOW JACK mark, thus reinforcing the association of YOU DON’T KNOW JACK 

games with a single source. 

14. Jellyvision’s use and promotion of the YOU DON’T KNOW JACK mark in connection with 

games, in interstate commerce, began in 1995 and has been substantially continuous and 

exclusive since then. 

4 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 5 of 12

15. Through its expenditure of substantial time, resources, and effort in continuously using 

and promoting the YOU DON’T KNOW JACK mark in connection with games, Jellyvision has 

created substantial recognition, goodwill, and secondary meaning, and has acquired significant 

intellectual property rights, in its YOU DON’T KNOW JACK mark as used in connection with 

games. 

16. The US Patent and Trademark Office has awarded to Jellyvision US Trademark 

Registration No. 2,027,323 for YOU DON’T KNOW JACK for use in connection with computer 

game programs recorded on CD‐ROMS (see Exhibit A). 

17. The Registration is incontestable pursuant to Section 15 of the Lanham Act (15 U.S.C. 

§1065). As a result, the mark is valid, the Registration for the mark is valid, Jellyvision owns the 

mark, and Jelly has the exclusive right to use the mark in commerce in connection with games 

(15 U.S.C. §1115). 

Aflac’s Unauthorized Use Of YOU DON’T KNOW QUACK 

18. On information and belief, Aflac’s primary business is supplemental insurance 

underwriting. As part of its promotional efforts to support its business, Aflac has recently begun 

offering its customers and potential customers an online game. Aflac promotes the game under 

the mark: YOU DON’T KNOW QUACK. The mark is used on (among other things) a website 

operated by Aflac that itself uses YOU DON’T KNOW QUACK as the entirety of the domain 

name: www.youdontknowquack.com. The home page of that site shows the following: 

5 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 6 of 12

 
(The same screen shows up at another Aflac site, www.getquack.com.) From there, one is 

presented with a series of three questions with multiple choice responses available to the 

player of the game. 

19. Aflac’s promotion of its game is also accessible through third parties’ web sites, 

including (among others) such heavily‐trafficked sites as those operated by the New York Times 

and CNN. A screen shot from the New York Times’ home page, as accessed on January 10, 2010, 

is attached at Exhibit B. 

20. The words used by Aflac differ from Jellyvision’s YOU DON’T KNOW JACK mark only by 

the substitution of the letter “q” for the letters “ja”. The substitution produces the word 

“quack,” which is very similar to the word “jack.” And the visual presentation of the words used 

by Aflac mimics Jellyvision’s YOU DON’T KNOW JACK mark in its stacking and proportional 

treatment of YOU DON’T KNOW in relation to QUACK. 

21. The game offered by Aflac under YOU DON’T KNOW QUACK is at least related in nature 

and kind to Jellyvision’s YOU DON’T KNOW JACK game. 

22. Aflac has applied to register YOU DON’T KNOW QUACK as a trademark with the US 

Patent and Trademark Office for use in connection with insurance underwriting in the field of 

health insurance. The application, Serial Number 77805819, is pending. 

6 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 7 of 12

23. Aflac’s unauthorized use of, and attempt to register, YOU DON’T KNOW QUACK for a 

game are willful and intentional acts and are intended to trade on the reputation and goodwill 

of Jellyvision, to confuse and deceive consumers, and to unfairly compete with Jellyvision. 

24.  On information and belief, before Aflac began using YOU DON’T KNOW QUACK, Aflac 

had actual knowledge of Jellyvision’s YOU DON’T KNOW JACK mark and/or Registration. 

25. Since Aflac began using YOU DON’T KNOW QUACK, but before January 21, 2010, Aflac 

had actual knowledge of Jellyvision’s YOU DON’T KNOW JACK mark and/or Registration. 

26. Before Aflac began using YOU DON’T KNOW QUACK, Aflac had constructive notice of 

Jellyvision’s claim of ownership of YOU DON’T KNOW JACK for computer game programs 

recorded on CD‐ROMs, pursuant to 15 U.S.C. §1072.  

27. On information and belief, Aflac is deliberately and willfully using, in interstate 

commerce, the mark YOU DON’T KNOW QUACK in connection with a game in an attempt to 

trade on the goodwill, reputation, and marketing power created by Jellyvision under its YOU 

DON’T KNOW JACK mark. 

28. Aflac’s unauthorized use of YOU DON’T KNOW QUACK deprives Jellyvision of the ability 

to control consumer perception of the quality of goods offered under marks that are identical 

or confusingly similar to Jellyvision’s YOU DON’T KNOW JACK mark. This places Jellyvision’s 

valuable reputation and goodwill in the hands of Aflac, over whom Jellyvision has no control.  

29. Jellyvision has been, is now, and will be irreparably harmed by Aflac’s aforementioned 

acts and, unless enjoined by the Court, Aflac will continue to engage in its unlawful acts. There 

is no adequate remedy at law for the harm caused by Aflac’s unlawful acts alleged herein. 

7 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 8 of 12

COUNT I 

Trademark Infringement in Violation of 
Section 32(1) of the Lanham Act, 15 U.S.C. §1114(1) 

30. Jellyvision incorporates by reference Paragraphs 1 through 29, above, as though fully set 

forth herein.  

31. Aflac’s unauthorized use of YOU DON'T KNOW QUACK in connection with a game is 

likely to cause confusion, mistake, and/or deception.  

32. The aforementioned acts of Aflac constitute infringement of a federally registered mark, 

in violation of 15 U.S.C. §1114.  

COUNT II 

Unfair Competition in Violation of 
Section 43(a) of the Lanham Act, 15 U.S.C. §1125(a) 

33. Jellyvision incorporates by reference Paragraphs 1 through 32, above, as though fully set 

forth herein. 

34. Aflac’s unauthorized use in commerce of YOU DON’T KNOW QUACK constitutes a false 

designation of origin that is likely to cause confusion, mistake, or deception as to the affiliation, 

connection, or association between Aflac and Jellyvision, or as to the origin, sponsorship, or 

approval of Aflac’s game or commercial activities by Jellyvision, in violation of Section 43(a) of 

the Lanham Act, 15 U.S.C. §1125(a). 

8 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 9 of 12

COUNT III 

Violation of the Illinois Uniform 
Deceptive Trade Practices Act, 815 ILCS 510/1‐7 

35. Jellyvision incorporates by reference Paragraphs 1 through 34, above, as though fully set 

forth herein. 

36. Aflac’s unauthorized use YOU DON’T KNOW QUACK is likely to cause confusion or 

misunderstanding as to the source, sponsorship, approval, or certification of Aflac’s game, 

and/or otherwise creates a likelihood of confusion or misunderstanding. 

COUNT IV 

Violation of the Illinois Consumer Fraud 
and Deceptive Business Practices Act, 815 ILCS 505/1‐12 

37.  Jellyvision incorporates by reference Paragraphs 1 through 36, above, as though fully 

set forth herein. 

38. Aflac’s unauthorized use of YOU DON’T KNOW QUACK is a deceptive act or practice, on 

which it intends consumers to rely, and is in the course of conduct involving trade or 

commerce.  

39. Aflac’s conduct involves trade practices that are directed to the market generally and 

that implicate consumer protection concerns. 

9 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 10 of 12

COUNT V 

Common Law Unfair Competition 
and Trademark Infringement 

40. Jellyvision repeats and realleges the allegations of paragraphs 1 through 39, above, as 

though fully set forth herein. 

41. Aflac’s unauthorized use of YOU DON’T KNOW QUACK constitutes common law unfair 

competition and trademark infringement because such use is likely to cause confusion, mistake, 

or deception as to the source, sponsorship, or approval by Jellyvision of Aflac’s game. The 

public is, for example, likely to believe that Aflac’s YOU DON’T KNOW QUACK game originates 

with Jellyvision, is licensed by Jellyvision, and/or is sponsored by, connected with, or related to 

Jellyvision. 

WHEREFORE, Jellyvision prays: 

A.  That Aflac, its officers, agents, servants, employees and attorneys, and all those 

in active concert or participation with them (hereinafter collectively “Aflac”), be 

preliminarily and permanently enjoined and restrained from: 

1.  Using YOU DON’T KNOW QUACK as, or as part of, any mark in connection 
with a game;  
 
2.  Using any other term or phrase as, or as part of, a mark in connection 
with a game, where such use is likely to result in the mistaken belief that 
Aflac or its game is in any way affiliated, connected or associated with 
Jellyvision or its YOU DON’T KNOW JACK game; and 
 
3.  Otherwise unfairly competing with Jellyvision in any manner whatsoever. 
 

10 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 11 of 12

B.  That Aflac be required to expressly abandon its federal trademark application for 

YOU DON’T KNOW QUACK, Serial No. 77805819, pursuant to 37 C.F.R. §2.68. 

C.  That Aflac be required to assign to Jellyvision all of Aflac’s right, title, and interest 

in and to the domain name www.youdontknowquack.com.  

D.  That, pursuant to 15 U.S.C. §1118, Aflac be required to deliver to the Court or to 

Jellyvision for destruction all labels, packages, brochures, wrappers, 

advertisements, promotions, letterhead, and all other physical materials in the 

custody or under the control of Aflac bearing the YOU DON’T KNOW QUACK 

mark, as used in connection with a game. This includes the deletion of any and 

all electronic data, information, and/or computer files bearing any form of the 

YOU DON’T KNOW QUACK mark in any manner, including any such files on 

websites, computers, hard drives, or other storage media that are operated by, 

or under the control of, Aflac and its agents and contractors. 

E.  That, pursuant to 15 U.S.C. §1116, Aflac be directed to file with the Court and 

serve upon Jellyvision within thirty (30) days after issuance of an injunction that 

incorporates the aforementioned relief (as well as any other injunctive relief) a 

report in writing and under oath setting forth in detail the manner and form in 

which Aflac has complied with the injunction. 

11 
 Case 1:10-cv-00426 Document 1 Filed 01/21/10 Page 12 of 12

F.  That Jellyvision be awarded monetary relief in an amount to be fixed by the 

Court in its discretion, including (but not limited to): 

1.  All profits received by Aflac as a result of its unlawful actions, said 
amount to be trebled due to Aflac’s willful misconduct; and 
 
2.  All damages sustained by Jellyvision as a result of Aflac’s unlawful acts, 
said amount to be trebled due to Aflac’s willful actions; and/or 
 
3.  Punitive damages. 
 
G.  That the Court award to Jellyvision all reasonable attorneys’ fees, costs and 

disbursements incurred by Jellyvision as a result of this action. 

H.  That the Court require Aflac to pay prejudgment interest on any and all 

monetary awards (in whatever form) to which Jellyvision is entitled. 

I.  That the Court order all other and further relief that it deems proper and just. 

Jellyvision demands a trial by jury on all issues so triable. 

DATED:  _January 21, 2010_______  Respectfully submitted, 
   
  JELLYVISION, INC., through its Attorneys 
   
   
  _/s/ Joshua S. Frick__________   
Kurt J. Hirsch (Illinois Bar No. 6276283)  John T. Gabrielides (Illinois Bar No. 6198323) 
Jellyvision, Inc.  Philip A. Jones (Illinois Bar No. 6217213) 
848 W Eastman Street, Suite 104  Joshua S. Frick (Illinois Bar No. 6292843) 
Chicago, IL 60622  Brinks Hofer Gilson & Lione 
(312) 266‐0606  455 N. Cityfront Plaza Drive, Suite 3600 
  Chicago, IL 60611 
(312) 321‐4200 
   
12 
Case 1:10-cv-00426 Document 1-1 Filed 01/21/10 Page 1 of 1
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