Coke has been advertising in New York's Times Square for 97 years, but never as big—and bold—as it is now. Its new billboard, touted as the world's first 3-D robotic sign, will hover over the tourist mecca. Composed of more than 1,500 LED screens, its content is programmed by time of day. For instance, around lunchtime, messages might tout Coke and meals. It's a far cry from the 1960s, when Coke's circular sign simply stated "The Pause that Refreshes."