David Bedford has instructed his lawyers to take legal action against the Number. He is claiming that the Number have misappropriated his image and damaged his reputation by falsely suggesting that he endorses their much criticised directory service. By issuing this statement David Bedford wishes publicly to disassociate himself entirely from the Number and the ‘118 118’ campaign and service. At this stage neither Mr. Bedford nor his legal advisors, Couchman Harrington Associates, can make any further comment.
Background to the claim:
David Bedford is Race Director of the London Marathon. David achieved fame as a long distance runner in the early 1970’s, most notably when he broke the 10,000m world record at Crystal Palace in 1973 a record that stood for 4 years. David has spent his entire career in athletics, and is widely recognised and respected for his contribution to the Sport.
The world record run catapulted David into the limelight and his image became very widely publicised. His image became widely known and was – and still is to a great section of the public, particularly those over 40 – instantly recognisable.
Copies of David competing in his record-breaking race in 1973 at Crystal Palace can be obtained from Gerry Cranham (Tel-01737 553 688) See also www.sporting-heroes.net/athletics-heroes.
The Number is one of the telephone directory services operators and runs the ‘118 118’ number. They have a widely publicised advertising and PR campaign featuring two runners who are unmistakeably based upon David Bedford. They have the same shoulder-length dark wavy hair, generous moustache and sideburns, and kit featuring red socks, sky blue cutaway shorts with red and gold braiding, and a double hooped vest. It is ridiculous to suggest anything other than that these characters are a carefully studied copy of David Bedford’s image.
The Number is exploiting David Bedford’s image and goodwill in such a way as to suggest he has endorsed the directory service. It now turns out that not only are they ‘ripping off’ Mr. Bedford but also the Number’s quality of service and charging policies have been subjected to sustained criticism, and David Bedford’s association with this campaign has deeply upset him.
Mr. Bedford is sick of having to fend off comments that he advertises a company which has been the subject of so much adverse criticism over its service.
He has accordingly sought specialist legal advice from Couchman Harrington Associates and counsel, Stephen Bate, and raised his complaints with the Number.
Regrettably the Number has been entirely dismissive of Mr. Bedford’s claims labelling them ‘absurd’ and ‘ridiculous’. The Number has also stated categorically that the inspiration for the (UK focussed) advertising campaign was the (late) US athlete Steve Prefontaine.
But the Sunday Telegraph reported on 5th October that, since the campaign started, one of the actors who plays one of the ‘118 118’ runners, has frequently been compared by members of public to David Bedford, but never to Steve Prefontaine. Why would an American athlete wear a Great Britain/England running vest? Why do the ‘Runners’ wear red socks? The argument that the campaign is based on Steve Prefontaine – or anyone other than David Bedford – is entirely unsustainable.
For more details contact:
Emma Wright
www.chass.co.uk
tel: +44 (0)20 7611 9660
fax: +44 (0)20 7611 9661