08/25/2011 03:51 pm ET Updated Oct 25, 2011

Anderson Cooper's Intense New Times Square Ad (VIDEO)

Anderson Cooper is the subject of what might be one of the most intense Times Square ads we've ever seen.

What's so intense? Well, the ad for Cooper's new talk show is a giant, moving LCD display that takes up a big chunk of turf, with lots of changing colors and multiple shots of a towering version of Cooper. Plus, there's a very tall, regular non-moving billboard perched on top of this behemoth.

Any bets on how much this whole thing cost? Of course, Cooper's other commercials feature him doing little things like, say, biking around the entire city, so there's a large-scale pattern here.

(The show, of course, starts Sep. 12.)