Okay, not much of a much, but too bad.

In recent ads, the Obama team is using a text effect with which the text in the video streams out, left to right, then sways like a curtain in a breeze.

Way cool. And useless. And distracting. And, before long, annoying.

I know how fun it is when you find a new gizmo or technique you haven't seen used elsewhere, but resist the temptation, guys. You've only got 30 seconds, why blow any of it calling attention to your clever text trick? You want people to watch the curtain or the play?

Like I said, small potatoes, but this is, as Pacino put it, a game of inches. Don't waste 'em.

One Vor's opinion.

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