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A name or phrase does not receive copyright protection. The meaning conveyed by a name or phrase is what may fall under copyright protection, as in the case of certain characters (eg Kirk, Spock, Gandalf, etc) or phrases (rolling stock), which clearly refer to the original work, and are thus a form of derivative work.
The advert given here is/was a completely different issue to the one that you and Mason have been arguing. The phrase mentioned by the original post was simply that - a few words. They did not represent some creative character or concept, and thus would very clearly be considered "de minimis".
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