The ads used motion capture to give an impression of the quality of HD. The campaign highlighted the Ashes contest between Australia and England as well as the British and Irish Lions rugby team.
The ads attracted several complaints which were upheld after it was found that if a viewer did not already own a Sky+ HD box they would have to wait up to 12 weeks for installation of the service. This would result in customers missing some or all of the coverage of the events advertised.
Sky said that there were different application routes for Sky Sports HD depending on a customer's existing situation. They said customers who already had a Sky+ HD box were able to upgrade their subscription to Sky Sports HD by calling Sky, going to Sky.com or pressing the red button on the remote.
However, it was held that these terms and conditions were not made clear on the original ads, one of which stated ‘See every moment of this summer's Ashes in High Definition, only on Sky'.
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