The Provo Daily Herald sends a clear message to their daily competitor’s in a recent video promotion where an unidentified person douses a copy of Deseret News and the Salt Lake Tribune in gasoline and lights ‘em up.---

In a video entitled “Mission Provo” images of Herald staffers are spliced with Utah County-centric news clips. The video is set to the theme music from Mission Impossible as a graphic of a lit fuse leads to the video’s dramatic finish around second 45 when a copy of the Tribune and the Dnews are doused excessively in gasoline and then torched.

Herald Editor Randy Wright says the video was made for a human resources promotion for Lee Enterprises, the company that distributes news for the Herald and dozens of other daily and non-daily publications across the country.

“At each Lee site you view their video, “Wright says. “There were no criteria for what the video would be, it was just supposed explain something about the newspaper and the community. We took a fun approach to it.”