Orange, Intel, and a fast car furore

Richard Noble Richard Noble

It is a story involving a major mobile phone company, a global technology brand, and an exciting British project to build the world's fastest car and inspire a new generation of young engineers. Intel, Orange and Richard Noble's Bloodhound SSC car sound like natural bedfellows - but Mr Noble claims the two companies have used his intellectual property without permission, and put the project's future in doubt.

In the 1990s the Thrust SSC broke the sound barrier - now the Bloodhound supersonic car aims to go faster than 1,000 MPH. The project has attracted a loyal community of fans and supporters, including thousands of schoolchildren.

Last week a television advert for Orange's new San Diego mobile phone, powered by an Intel processor, was broadcast for the first time. It featured a supersonic car which looked very similar to the Thrust SSC - so much so that many fans assumed that it was part of a sponsorship deal, done with Mr Noble's agreement and earning a healthy fee for the project.

Not so. "We were absolutely gobsmacked when we saw the ad," Richard Noble told me last night. He said they'd had hundreds of messages. "From all over the world people congratulated me, people assumed we were getting paid for it."

But why was he so sure that the car in the advert was modelled on his? "There is only one car in the world like that. It's absolutely unique. The whole ad is about supersonic performance and ours is the only supersonic car."

The irony is that Intel is a sponsor of the Bloodhound project, though Mr Noble says the firm had not been involved in the Thrust. Orange, on the other hand, had talked back in the 1990s about sponsoring the Thrust, but that had come to nothing. Neither had ever discussed using either car in an advert - or paying to do so.

The jet-propelled car 'Thrust 2' driven by Richard Noble, breaking the British land speed record at RAF Greenham Common airbase in Berkshire, 1980 Thrust 2 driven by Richard Noble, breaking the British land speed record in 1980

The Bloodhound team has lodged a complaint with the Advertising Standards Authority, but that has already been rejected because intellectual property disputes are not part of the regulator's remit. Now Mr Noble is talking to his lawyers about his next move.

"Our only asset is the iconography," he said when I asked him why any of this mattered. He explained that the project only survived on donations from the public, coupled with money from sponsors. "If this is allowed to proceed then these big companies will think they don't need to go to the expense of sponsoring. They can just take what they want."

I put Richard Noble's accusations to Intel and Orange. They produced a joint statement explaining that the advert featured a superfast car to illustrate just how fast the device is:

"Our production team researched many different styles of superfast vehicles in the run up to making the ad, but we chose to develop and film our own Orange branded land speed car. Since it has aired, we've become aware of comments made by the Bloodhound Project team, and would like to make it clear that the advert and handset are not associated with, endorsed by or otherwise connected to Sir Richard Noble or the Bloodhound SSC team. However we would like to wish them all the best in their land speed quest."

I'm not sure that Richard Noble - who hasn't been knighted as far as I know - will accept those good wishes. He has a missionary zeal about the potential of his project, pointing out that more than 5,000 schools have joined the Bloodhound education programme, which aims to give children a sense that engineering can be an exciting and rewarding career. "This country needs engineers," he told me," and Bloodhound will deliver that."

It all might seem a relatively trivial affair, but Intel and Orange should be aware that Mr Noble has friends in high places. It was a call from a government advisor which alerted me to this story. He seemed rather cross that a project which brought together so much British engineering expertise was being treated in this way by two powerful technology firms.

Rory Cellan-Jones Article written by Rory Cellan-Jones Rory Cellan-Jones Technology correspondent

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  • rate this

    Comment number 14.

    This shows that when it concerns Intellectual property, it's not about who's in the wrong.

    It's about who's got the money.

  • rate this

    Comment number 13.

    This is all handbags stuff, but put it this way, if the London Zoo did a high-profile TV advert with kids holding orange balloons of the animals that represent Orange's (convoluted) price plans, which ended in that unmistakable Intel jingle sound, do you think either would be happy with a half-hearted apology and well wishes? Unfortunately not in this ridiculously litigious world we live in today.

  • rate this

    Comment number 12.

    Isn't this a little like the French complaining that an advert used the Eiffel Tower in it?

    The added exposure for the Bloodhound surely makes up for the use of it's image in the advertisements?

    That said, as it is then in your companies interests that the project succeeds, it seems to make sense that you would throw a little financial support their way.

  • rate this

    Comment number 11.

    The car in the advert was even in the iconic Bloodhound colours (blue with orange detailing). The advert clearly leverages the Bloodhound brand/following via the livery & design to link to their "superfast" car.
    Imagine a drink that just happened to be marketing in Coca Cola's colours, or a product called iAnything, or a phone with an Orange logo, or something daring to use the word Olympic!

  • rate this

    Comment number 10.

    Get over yourselves. It's a tv ad with a supersonic car in it. How many ads have non descript cars that resemble a branded car? loads. Did they claim it had something to do with SSC? No!

    If anything this is a weak attempt to get exposure for the Bloodhound which in reality would only make the news IF it breaks a world record.

  • rate this

    Comment number 9.

    So, let me get this right.

    I employ engineers and designers with a mobile brief and they decide that something an Orange phone running an Intel like chip is the best way to then I can be secure in the knowledge that Intel nor Orange will chase me for infringing on thier patents as this is the logical solution to a problem ?

    Laugh, I bet they would skin me and my cat alive before letting go.

  • rate this

    Comment number 8.

    I saw the advert and like others just assumed it was the Noble car. Regardless of the legalities, Orange has been more than unsporting, as they must have known what they were doing, and I can only see it harming them. It would be a great time for a rival to step in and sponsor the project properly.

  • rate this

    Comment number 7.

    I have followed Richard, since the very first Thrust project, through SSC and now on to Bloodhound, and have supported the projects financially, and now as a STEM ambassador. Both of these companies should be ashamed of themselves for so blatantly plagiarizing, without making a contribution, either in kind or financially.

  • rate this

    Comment number 6.

    #5 Alison - why is this upsetting? the ad (which i never connected with SSC until now...) was in no way insulting to the project? this is just free publicity, and now Sir Richard is just extending that (albeit no longer 'free')

  • rate this

    Comment number 5.

    I'm a Bloodhound SSC Ambassador, which means I give up my time to speak to kids about Bloodhound SSC, and how exciting it is to have a career in Science, Technology, Engineering and Maths. Now I feel upset, because children will see that advert and think it's the car I was promoting.

  • rate this

    Comment number 4.

    An ideal time for a rival to Orange and Intel to make a splash by sponsoring then!

    Virgin Media perhaps...they have those adverts all about speed. And Arm?

    Could be positive publicity

  • rate this

    Comment number 3.

    It seems quite simple: did he or did he not choose to seek design protection for his "only asset"? If yes, why has his lawyer not simply issued a cease and desist order? If no, why not?

  • rate this

    Comment number 2.

    There is no such thing as 'intellectual property'. It is a sometimes useful, often misleading shorthand for copyrights, patents, and trademarks.

    So, what rights that actually exist is it that the Bloodhound team think have been infringed here? Or do they just think Orange are being a bit unsporting about it?

  • rate this

    Comment number 1.

    As a paid up member of the Bloodhound 1K Club I feel sickened that Intel (a Bloodhound Sponsor) would do such a stupid thing and then blatantly just say oh well never mind but good luck in your task. Perhaps Orange would like to come on board as a Bloundhound Sponsor and put this whole incident behind them!


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