South Africa’s Cape Times launched a new advertising campaign with famous photos from the past, altered to look like those ubiquitous MySpace and Instagram self-portraits:

Taking a self-picture, or in the regrettable parlance of our times, selfie, removes all distance between the subject and the person capturing it. It might not be the most obvious premise for a brand promise, but that’s where we are. In the same way that cameras couldn’t possibly get any closer to the sailor kissing his best girl on V-J Day unless he was snapping the picture himself, The Cape Times couldn’t be any closer to the news unless they were making it. (Actual physical proximity may vary.)