My word this is good.
(stolen from the middle space)
As a young scamp growing up in tv promos, I was told to make sure you left a word on screen long enough to be read twice. Minimum. Any shorter and it was lost. Gone. Might as well not have bothered.
Poppycock. I've been thinking a lot about text recently. It's a good way to get over info heavy creative. And it can be striking.
Check this out (but don't tell the Old Scamp)
It's nothing that new, but executed brilliantly. And smashes the theory you have to put up a bit of text for any length of time. Make sure it feels right, sure, but the brain will pick stuff up at a frightening speed.
That's what some people I've worked with don't get. People are clever.