A "Knitbot" for beer drinkers acting as designated drivers for the night? Why not? Thank you, Budweiser UK, for this amazing idea. But we agree with Adfreak's thought: the designs could use a bit of uglying-up work.
Words do this to us. They feed us even before we see. They build expectations. They are things too. And they lead us to see other things in a certain way. Words activated like and paired with the visual are the message.