ifolor, Switzerland’s leading provider of personalized photo books, has taken an unusual approach to remind us that our greatest moments can live forever within the pages of their beautifully printed books. Created by Walker Zurich, this left-field 60-second TV ad was directed by Knucklehead’s Ben Gregor and written by Roger Beckett.

Two gangs of Viking re-enactors prove that even in the heat of an epic battle, you’re going to need some documentation. Cameras and selfie sticks are as crucial as battle-axes in this comedic Viking free-for-all, where the warriors are more concerned with posing mid-battle for a quick pic than they are with defeating each other.