Magazine article Marketing

3 Ad 'Misleading' on Video Quality

Magazine article Marketing

3 Ad 'Misleading' on Video Quality

Article excerpt

The Independent Television Commission (ITC) has banned a 3 ad after viewers complained that the quality of the video calls and messages in the ads bore no resemblance to the real experience.

The ad, created by TBWA\London, showed people using their 3 mobile phones to make video calls, send messages and watch clips of Premiership matches.

Hutchison 3 Mobile admitted that the images used in the ad were dummy shots because the picture resolution of the phone would be lost on TV.

The ITC judged that, when compared with the commercial, the actual images of the video calls and messages were disjointed, low in definition, the colour was washed out and the images were subject to breaking up.

The ad was therefore misleading, according to the ITC. But it accepted that the video clips received by the phones were of comparable quality to those shown in the ad.

The ruling is an embarrassing blow for 3, which has promoted its ability to send video images as one of its main selling points. …

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