If I were an ad-man at Sky now I'd be hoping that Virgin Media do run an ad campaign promoting their new 50mb service with world champion 100m runner Usain Bolt.
Think of the fun they could have, they could run a campaign along the lines of the hare and the tortoise, they could say sign up Paula Radcliff and then mock up a race between her and Bolt.
At first Bolt leaves Paula behind, only to be caught up and over-taken in the long run, Sky could then come up with some pithy remark like, "At Sky you too can keep on going, or join Virgin and shoot your Bolt".