Ethics in Consumer Marketing

Today while driving home from work, I heard a radio advertisement by P1 about their broadband offerings. What caught my attention was the scenario used by P1 to highlight their bandwidth and data allowed.

In the advertisement, there was a lady mentioning that she cannot watch a full episode of a Hong Kong drama because she ran our of data credits with her broadband provider. She sounded so frustrated while claiming that the download was incomplete. The advertisement tries to relate the scenario (problem) to the target audiences and attract their attention towards the offerings. The scenario will generate the tense and later motivate the target audience to seek for more information about P1 broadband packages.

However, there is this ethical issue that I want to 'choesay'. Why the lady need to download the Hong Kong drama? Does this mean she is trying to use the broadband for illegal download? Or is there any legal website that allows (free) download of drama? No doubt P1 tries to associate their offerings to the norm of Internet users in Malaysia (culture), but is it ethical to do so?

I really don't know the answer but at least it caught my attention today :)