Bacon: What the F-

Newspapers used to be a product that was typically consumed once a day to get an idea of what had happened in the world. However, times change and now newspapers are supposed to tell us what is going on in the world right now, so we can blurt out "What the.." and hastily ask people if they have seen the news.

Which is exactly what happens in Norwegian newspaper VG‘s new spot, directed by Andreas Riiser and produced by Bacon with SMFB as agency. In the film we see the power of news on the phone through a wide range of people reacting to the online version of VG, which has the most readers of any paper in Norway.

The funny and fast-paced film captures the attitude of the tabloid perfectly while driving home the point that VG is the place to go for the latest news. 'The day wouldn’t be the same without VG' still applies in these modern times – now it just seems to apply more to fast news than quiet moments with the paper.