AXO, butter pastry

Ten seconds of cel animation built on a single idea and carried out properly. A white shape of rolled pastry sits on a flat red ground with "Voitaikinaa" (butter pastry) hand-lettered across it in fat black brush script, and a wooden rolling pin with AXO in red capitals rolls back and forth over the word. The letters read as dough rather than as type, squashing and bunching under the pin and coming back as it passes, which is a thing only animation can do to a word. The pin carries the brand, so the name of the product is what does the rolling and the lettering it flattens is the name of the thing being made, and the pun works in both directions at once. It finishes on white with the AXO logotype, the O redrawn as a small chef in a tall hat with eyes, a wide mouth, ears, hands and feet, who looks about and winks while a sung line runs over the top.