Ford Trucks TV Spots
These pickups are built Franklin Gothic tough.
2 Comments on “Ford Trucks TV Spots”
The macho meathead overtones in both ads cause bouts of second-hand embarrassment, but I do agree that the newer, dimensional, approach from 2011 is executed well. The earlier approach from 2009 seems more like it's just jumping on the bandwagon of similar typographic videos that were going around at the time (and still are to a certain extent). The "Kinetic Typography" channel on Vimeo is full of examples of this transcribe-scale-and-rotate animation style – some done well, some not so well.
Franklin is a great, if not obvious, choice in both cases, for its "hardworking American" qualities. Had they opted for ITC Franklin though, with all the widths and weights you mentioned, they could've added a bit more depth and hierarchy to the typographic elements. Speaking of which, I like your method for describing fonts using auto jargon :)
And now Ron Paul has gotten into the kinetic typography game, seemingly inspired by Ford ads and the like.