We’ve all been trying to figure out how to save the dying newspaper industry, trying to get people to care more and realize that papers are still relevant, but newspapers haven’t done perhaps the most important thing: a sexy ad campaign to air during the Olympics! Take a look at this ad for Japan’s Yomiuri Shimbun. With a circulation of more than 14 million for its Japanese edition alone, Yomiuri has one of the largest circulations of any newspaper in the world. But this ad, showing Hiro, the lead singer for the Japanese band Exile flexing and wearing a tight wife beater, shows that this newspaper is f***ing serious.

The text in the ad is as follows:

What is real?
Is the thinking passionate?
Does it have the strength to move hearts?
REAL STRENGTH
Yomiuri Shimbun

So, if you want to sell papers, get a hot pop star, have him show off his sexy muscles and BOOM! You’ve got yourself a successful business. Industry saved.