Punch in crop ken burns on roids - have you seen that any ideas?

I am seeing this on some TV ads. It's like a crop in but instead of a jump - it zooms to the crop position really fast. 

Have I described that correctly? 

It looks a bit like a camera tools plug in - I have one but it doesn't do that. 

I am posting an example here.... first few moments.  You will see some crop ins and then the final crop in - zooms back out?

Surely this is not done manually on TV ads - where there are about 100 of them per second?

To me, this just looks like they're keyframing the transform control. I'm sure you could create something in Motion that you drop on top of the footage and have it do this without keyframes but seems the easiest thing would just be to do it manually. Just my thought.

I just found this - www.bretfx.com/product/snap-zoom/
I am going to give that a go. Looks like, as you say, it automates that transform business.