World Cup Alerts – Great Product/Poor Marketing?

The evening after I posted my thoughts on the UK mobile networks pushing their world cup products I finally saw the 3 World cup alerts TV ad.  Unfortunately it isn't the clearest advert and makes me wonder if they are missing a trick.  However it was reported on 3g.co.uk that 3 came out as winner in a like for like test across all the networks on world cup SMS, MMS & video messaging alerts. 

So the good news is they have a great functioning product, the bad news is that maybe the sales/marketing team haven't quite got the marketing right. 

Would be interested in your thoughts on their marketing campaign and/or the product? 

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