Adverts aren’t just getting cleverer as they target us buyers more accurately: technological developments mean they’re also getting smaller – small enough, in fact, to fit on a blade of grass.

That’s not all. When he next takes to the pitch for Arsenal, French international striker Olivier Giroud will be wearing boots with the Sony and 4K logo branded onto the studs.

But what’s really interesting is that the adverts will only be visible to those with an ultra-high-definition 4K television, so if you’ve only got an HD television you won’t be able to see them.

Olivier Giroud with Sony 4K on football stud

The stunt is designed to highlight the picture quality of 4K TV, and specifically Sony’s new range of 4K Ultra HD TVs.

Full HD TVs have a resolution of 1920x1080, but 4K TVs, with a resolution of 3840x2160, display four times the detail. This makes it possible to see the tiniest detail – like adverts on football studs – as well as more accurate colours.

[Related story: 4K television – explained]

Giroud believes 4K can make viewers feel closer to the action: “Football is my passion, and I want everyone who watches it to feel what I feel when I run out onto the pitch, and 4K television is the nearest thing you can get to actually being on the pitch yourself.”

This type of advertising campaign is described as ‘Microtising’ (a portmanteau of ‘microscopic’ and ‘advertising’).  At Wimbledon 2013, former British number one Anne Keothavong advertised Sony’s 4K technology on her fingernails.

In the future, when more people own 4K-compatible TV sets, every player on the pitch could theoretically have a different stud sponsor.