@Google It: It'll be interesting if that's all it is. Without a logo or something like that on display, it doesn't seem like there'd be much reason to go to all the trouble of setting it up.
If that's all it is, I'm going to be pretty disappointed. (Admittedly, at this point, I won't be pleased with anything short of a Macy's Thanksgiving Day Parade-style inflatable giant balloon in the shape of John Malkovich, hovering menacingly over the bridge.)
If nothing else, we have a longstanding aversion to advertising in the public right of way, so tsk tsk.