Animated type is the new black

Some of you may remember the videos I posted back in May—one was all animated type about the Internet as tool for idea-sharing that will ultimately enable things that wouldn’t be possible otherwise, the other was the awesome “I Met The Walrus” animated short—both of which are really cool and use engaging animation. One animates type with no voiceover, the other illustrates visually the words being heard (in this case, and interview with John Lennon).

More recently, I posted a video called the Girl Effect. All animated type. No voiceover. Emotionally moving.

Earlier this month, Starbucks released an animated type spot that was a bit similar to the Girl Effect spot. It’s emotional and inspiring and promotes a good cause (voting).

Watch it here if you haven’t seen it already:



Now Ford has a new campaign for the F-150 that uses animated type in a style similar to what we’ve seen over the past six months or so. The animation adds a layer of content to the spots, does a see-say thing with the voiceover and animates in an engaging and playful way.

See one of the spots here:



What are we to think of this F-150 campaign? For that small group of us who are aware of the things that influenced it, it may seem like Ford is repurposing (for evil—sorry, I’m just saying it) some pretty cool stuff. Borrowing interest, as it were.

This is how fashion trends die and evolve. Some hot guy or girl wears something interesting. A few early adopters see it, buy in and follow along. Eventually some not-so-hot or not-so-hip folks become aware and join in. And just like that, the party’s over. No one “cool” would be caught dead wearing it.

It’s hard work, folks. And it makes me tired.

A double shot of kindness

Did you see the heartwarming story about the drive-thru customers at Starbucks in Loveland, Colorado, “paying it forward” by purchasing, in advance, the order of the person in the car behind them? CNN.com has the touching story here.

It’s so great, especially in these troubled economic times, to see people extending goodwill in this way, isn’t it?

The driver pulls up to the window and is told that the customer before him paid for his order. “Zounds! Really?! Well then, I… uh, I’ll pay for the next person! Yeah, that’s it. I’ll pay it forward!”


Allow me to rain on this little parade. No one’s actually getting anything here.

No one, that is, except for the asshole who decides he’s totally stoked about the schmuck ahead of him who paid for his drink and everyone else can go to hell. Guy #1 pays for his own order and this idiot’s. Everyone in between just paid for themselves (in the form of paying for someone else’s, sure, but the transaction’s no different).

This same thing happened in Seattle last year and also got some local news coverage. I thought the whole thing had been set up as a PR stunt because Starbucks’ “Pass The Cheer” ad campaign—focusing on the spirit of sharing—was in market at the time.

And yet...

As I write this I must say I can’t decide if this whole “pay it forward at the drive-thru” is the dumbest thing—because no one really gains anything from it even though they feel like they do—or the greatest thing—because everyone feels better, everyone’s mood is brightened, at no expense.

Hmmm.

Thoughts?