This advert works because they have used a well-known football face and he looks very important, serious and confident in his facial expression, which grabs the eye. The white typeface on the black background allows the text to be understood and easily read, it also is in keeping with the serious tone of the advert. I believe this approach has been taken because people can take football really seriously and are proud of the game and their supported team. It is not to busy and hectic in terms of layout and the brand is a recognized brand which is visible that will already have a fan base. The quote indicates that HD improves the watching experience, as it is more beautiful. They can publish this as it is stated as a quote not a fact. Fans would want to watch the game at its full potential.