It looks like an Apple iPhone ad at first. Then the tone flips. Glue London plays on the fascination with digital technology and the iPhone. It lands as a cheeky spoof for The Sun.
The punchline. “v 4.0, since 1969”
The film finishes with the words “v 4.0, since 1969”. It is a nod to The Sun’s 40th birthday anniversary this year, delivered in the visual language of tech versioning.
Why this works. Borrow a format people already trust
The execution borrows the look and rhythm of a category-defining ad format and uses it as a shortcut. Viewers recognize the structure instantly. That recognition makes the twist feel faster and the end line hit harder.
A few fast answers before you act
What is this ad?
A spoof of Apple’s iPhone advertising style for The Sun, created by Glue London.
What does “v 4.0, since 1969” refer to?
A reference to The Sun’s 40th birthday anniversary, expressed like a software version update.
What is the core creative tactic?
Use a familiar tech-ad format as a recognizable frame, then subvert it with a brand-specific punchline.
Why does it travel as a viral?
It is short, culturally legible, and built on a format people immediately recognize.