That was my Rollei, Rob. Mea culpa! I cropped. Wasn't any other way. As Pop pointed out, the sky's a problem. Actually just about everything was a problem. Shot as a horizontal it included too much crap off to the left that detracted from the sign. Shot as a vertical, which this was, there was too much sky and grass.
I don't really know how old this sign is. I suspect it's from the days when Coke had coke in it, but I can't be sure. It obviously was shielded for a long time by a building next door that covered the sign.