I’ve been noticing a trend in big, bold typography that is designed to look like signage. Since I do a lot of signage design, I’m really loving that. And this ad is of one my favorites to use the type-as-sign device.
I realize I’m likely to incur the wrath of the SatC super-fans, but hear me out. The overall effect of this ad is quite good actually. But as I’ve said before, god is in the details.
The big 2 is meant to look like it’s a real object (i.e. a sign) with big flashy sequins inside. But look closely, and you see they’ve simply masked out a pattern of the sequins with the shape of the number... they’re not physically held within a 2-shaped frame at all. Lazy, and cheap.
Meanwhile, while I appreciate the bold use of only the 2 in place of the full name of the movie, the title Sex and the City 2 seems rather uninspired. I have a couple suggestions to use instead: Second the City, or Sex and the City: Sloppy Seconds. Much better, right?