This winter will mark the first time that an Ashes series in Australia has been broadcast in high definition, as well as the 20th anniversary of the first Ashes tour being shown live in the UK and Ireland.
Launching in print and outdoor, Sky's ad campaign features cricket commentators Sir Ian Botham, David Gower, Shane Warne, Nasser Hussain and David Lloyd looking exhausted and dishevelled, indicating that live coverage will be available for UK viewers prepared to stay up through the night due to the time difference.
For anyone not keen to stay awake for the live coverage, highlights will be available on Sky Sports, Sky Mobile TV, Skysports.com and web TV platform Sky Player. A mini-site detailing the available coverage options for the Ashes has been launched on the Sky Sports website.
The first Ashes Test will get underway at The Gabba in Brisbane on November 25, with England defending the urn after beating Australia 2-1 in the 2009 series.
"The advertising [campaign] is a light-hearted twist on the sheer breadth and flexibility of the Ashes coverage Sky customers can enjoy. Live coverage will not only be in fantastic HD, but live on mobile and online too," said Sky Sports marketing manager Joel Keoghan.
"For those who don't stay up through the night, there's on-demand highlights of each day's play available for subscribers on Sky Anytime and Sky Player. So no matter where you are, or what the time is, you never need to miss the action."
The ad campaign, produced by the Brothers And Sisters agency with media planning handled by Mediacom, will also run on-air, on radio and online.
Last week, it emerged that ITV had submitted a late bid to broadcast highlights of the Ashes tournament, safeguarding the coverage for terrestrial television.