Jyllands-Posten is the largest newspaper in Denmark. Known for its seriouness, high journalistic standards and the classic payoff: "IF YOU WANT TO BE SMART".

The campaign introduces the paper's new digital edition. It's a classic "clash of generations" story: A dad reads the paper. His lazy son enters the room - he's apparently playing a game on his smartphone. Dad triumphantly asks his son a clever question about the economical crisis in Greece. The son looks up from the smartphone. He gives an even more clever answer based on even more nuanced facts which he's reading from the phone.