I think you may be thinking of Lizard Skin. One for thermal insulation and one for sound deadening. $150 a bucket at JEGS or Summit. In and under the cab maybe, but not for the frame.
see:
www.lizardskin.com
the
best way to do your frame is have it sandblasted, then epoxy primer (fills the roughness of the blasting), then spray a "chassis black" single stage urethane. If you want a show truck, then prep and prep and prep, sand the primer, and consider a color other than black.
I use and recommend Sikkens products, but $$$. Like CaptainFab said, you get what you pay for.