Guide Note

Intel, the computer chip maker, was forced to apologize for an ad widely interpreted as racist. The ad consisted of a picture of six black sprinters crouched in the start position in front of a white man in an office. The caption above the ad read, "Multiply computer performance and maximize the power of your employees." This created a storm of controversy.

Story Fast Facts

1. Story initially picked up by Gizmodo
2. Intel released apology
3. Intel is the worlds largest producer of semiconductors and microprocessors

Intel Fast Facts

1. Ticker: INTC (NASDAQ)
2. Founded in 1968
3. Headquarters: Santa Clara, California
4. CEO: Paul Otellini
5. Staff: 94,000
6. Made the first microprocessor in 1971
7. Currently has a partnership with Apple

"...We are sincerely sorry and have identified specific steps covering heightened cultural sensitivity, our review and approval process, and just using more common sense to ensure that this does not happen again."