Tetra Pak

Loose ink line on white, with the colour dropped in as flat patches that deliberately miss the line, so the shelves are nothing but floating blocks of green, yellow and blue and the supermarket is built almost entirely out of suggestion. A tall man with a spiky fringe and a long nose pushes a trolley, stops to read a carton, and finds a black and white cow standing on the shelf among the packs. He takes it in with both hands up, and in the next shot the cow's head is over his trolley and he is scratching it behind the ear, after which he goes back and takes a carton instead. Almost nothing is spoken, so the reaction timing does the work, and the only line, 'Nokkela luonnostaan' [clever by nature], is held back to the end. It closes on a shelf of hand-lettered drawn cartons, milk with a scribbled cow on it, juice, Tutteli, sitting under the one crisp printed thing in the film, the Tetra Pak logo, which solves the pack shot by leaving the packs as drawings and letting only the mark be real.