Advertiser: JYLLANDS-POSTEN
Agency: RECOMMENDED
Category: Publications & Media
Producer: Jan P
Art Director: Kim Bo Brøgger
Creative Director: Ulrik Feldskov Juul
Post Production: Duckling
Director: Michael Toft
Brief Explanation
Morgenavisen Jyllands-Posten is the largest newspaper in Denmark. Known for its seriousness, 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 men vs. women story: A man reads the paper. His wife is in the kitchen. The man reads out loud in triumph that new science shows that men has got more brain-cells than women. The movie continues. The wife is not cooking, she's reading her iPad. She gives an ironic and even cleverer answer based on nuanced facts that he's reading on the iPad.