Last year The Sun newspaper celebrated it’s 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 show that the paper still had relevance and 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.