Helvetica. Period.

"The 50s ad has too many exclamation points, lots of wedding-invitation-style script, and it's very cheesy.
Now, look at this, a few years later.
Same product. A big glass of cold, refreshing, crisp Coke. And in Helvetica bold:
'The real thing. Period.
Coke. Period.
Any questions?
Of course not."

Helvetica rocks. And Michael Beirut works for Pentagram (career profile here). He contributes to Design Observer.

Also, the film is out on DVD on 26 November. Yay :)