Motion typography

Since unit 3 was all about evaluating typography, I wanted to take a moment to comment on motion typography, specifically in the Ford F-150 commercials that began airing last year: http://www.youtube.com/watch?v=xljekX8TCTY

I think the typography in these commercials is pretty smart. The designer used a simple typeface, which allows for the randomized motion that they use but the pairing of small images with the typography is pretty clever. I specifically like design aspects added on to "cheated." The use of these small design elements reinforce the meaning of the typography and the message behind it.

This was one of the first campaigns that I've seen that started to really push the use and design of typography. Most advertisements, at least TV commercials, use simple typefaces that is quite frankly boring. I praise this designer for realizing that clever typography can be used in TV to catch attention and not just in print.