In case it hasn’t come up yet.
Without a doubt the best I have ever seen. I think this may even rival every instance of kinetic typography I’ve seen.
For further reading on visual rhetoric see:
Ehses, H. & Lupton, E. (1988). Design papers 5. Rhetorical handbook: an illustrated manual for graphic designers. NSCAD University. Halifax, Nova Scotia, Canada.
Ehses, H. (2008). Design papers 6: Design on a rhetorical footing. NSCAD University, Canada.