Brand Republic: The Sun is marking its 40th anniversary with a cheeky viral created by Glue London, spoofing the Apple iPhone ads by positioning the newspaper as the original handheld device.

The ad is being seeded on YouTube by Unruly Media. It uses a similar soundtrack to the jaunty piano number on the iPhone ads, and is shot similarly, using just hands and, in place of an iPhone, a copy of The Sun.

Dubbed "UK's best handheld for 40 years", the spot points out ways in which a printed newspaper is better than a mobile phone.

Among the features highlighted are that it doesn't need to be turned sideways to be read properly and that it is easy to share with friends.

The ad finishes with the words v 4.0, since 1969, a reference to the newspaper's 40th birthday anniversary this year. In a special 40th anniversary edition in November, the likes of Baroness Thatcher, Simon Cowell and Dizzee Rascal lined up to pay tribute to the nation's favourite red top.

The Sun's parent company, News Corporation, is looking at how it can introduce payment for its content, as owner Rupert Murdoch says that free-access, ad-funded newspapers online are not profitable, angering many internet users who have ridiculed the idea.

http://www.youtube.com/watch?v=fVMnmTFxAjA