Serlafantti, imee nopeasti paljon

A hand unrolls a real kitchen towel and the elephants printed along the paper stop being print and start to move, opening their eyes and turning their heads while the sheet is still being pulled off the roll. The animation is registered onto the product itself rather than staged beside it, so the drawn elephants that come alive are the ones a shopper would see standing still on the wrapper of the four-roll pack in a shop. A flat blue puddle sits on the white ground below the standing pack, one elephant lowers its trunk out of the printed wrapper into the puddle and drinks until the blue is gone, which is the product demonstration and the joke in the same movement. The invention is small and exact: the towel's own decoration, the thing that would otherwise be inert packaging, is what performs the absorbency claim. It ends on the pack with an animated blue speech blob over it reading IMEE NOPEASTI PALJON!, painted in the blue of the spilt liquid, so what was mopped up comes back as the thing doing the talking over the sung line.