So they got BAR Honda F1 driver Jenson Button, multiple World Powerboat Champion Steve Curtis and British Superbike 2004 title contender Michael Rutter to run a race in Docklands, where they could use the London City Airport runway for the BAR and the Fireblade and the Royal Albert Dock for Curtis.

As the boat was running a few horses down on the F1 car and had a less than favourable power/weight ratio on the bike, it was decided that Curtis would get a running start with the bike and car starting as he reached them.

As Steve Curtis (11 times world champion and never a hint of a gong) noted at the National Boat Shows lunch at SIBS: "There wasn't much chance of me winning - Button's steering wheel cost more than my complete boat, engine, trailer and car."

On the first run, Curtis powered up to the line at full chat: Button stalled and Rutter - seeing Button stationary - didn't go. So Curtis was first over the finishing line. Which meant he won - yes?

Not quite.

In the true tradition of PR people the world over, the truth can never get in the way of a good story. So the "race" was re-run.

This time the boat - some 700hp down on Button's car - did not win. But a good time was had by all. And it was a good story that will be seen on the Channel 5 motoring programme Fifth Gear some time this month.