The Sun 4.0

Last year The Sun newspaper celebrated its 40th birthday, but the celebrations were set against a backdrop of difficult times for traditional news media. This commercial was designed to appeal to a young, tech-savvy audience, and to show that the paper still had relevance and a unique personality. It positioned The Sun as a cutting-edge piece of gadgetry. The tone, like that of the paper, was cheeky and irreverent, but also humorously self-deprecating. It aired in the most high profile TV slot of the year in the UK – the X Factor final – and went down brilliantly.