Expressing the meaning of a word

I thought that this Mini Cooper print ad was a good example of how designers often express or emphasize the meaning of copy through the spacing, sizing and placement of the word or phase. In this ad the copy reads "Sorry about the coffee in your face".

The extremely large "S" in sorry gives the ad a sense a motion while it also doubles as the car's tracks. I like the way the rest of the phrase is somewhat hidden in the curvature of the "S" but I think the concept of motion could have been more emphasized if the type was italic and lead out from the part where the "S" curves out and not curves in. I also think that this ad could have benefitted from increased kerning which would have also enhanced the concept of motion.