Campaign Spotlight

Campaign Spotlight: New VG spot makes everyone go “What the F-“, the Norwegian daily gets reactions out of everyone from kids to pastors

COPENHAGEN, DENMARK – 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.

Credit List

Production Company: Bacon
Director: Andreas Riiser
DoP: Kristian Engelsen
Agency: SMFB
Creatives: Alexander Gjersøe, Hans Magne Ekre
Editor: Patrick Larsgaard
Grade: Julien Alary
Sound Design: Andreas Waag Martinsen
Post Producer: Eli Mari Sandal

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