A new advertising campaign has been launched by Sky to urge its broadband TV subscribers to embrace "Supertelly".
The company's latest range of TV and cinema marketing efforts have been created to highlight the enhanced services available to customers who can now get hold of a Sky+HD set-top box for free.
Each of the adverts highlights the 'super colour', 'super sound' and 'super channels' that the high definition service can offer consumers.
The marketing is designed to promote how those who sign up to the company's broadband and TV packages at present are now offered a HD set-top box as standard.
It has been confirmed that the original Sky+ box has been discontinued as a standalone product.
The launch of the new advertising campaign has come after Sky confirmed it is planning to unveil its first dedicated 3D TV channel this April.
According to the company, the service will be compatible with a range of 3D TVs.