Norwegian newspaper VG is promoting its sports coverage in a funny new ad which shows just how sports-obsessed some people can be.

It features a bridegroom who's so determined to keep up with a soccer game that he's watching it on his phone throughout his own wedding. Indeed, so far into his own little world that he's actually imagining he's at the game, with the priest standing in front of him in the crowd and his bride scoring a goal.

Saatchi & Saatchi Norway created the spot and Lionel Goldstein of Bacon directed it, with nice performances from the groom and bride (although we kind of wish she'd stopped the wedding there and then).