Johnny Football is Johnny Billboard in Times Square

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As the saying goes, you only get one chance to make a good first impression. For Johnny Manziel, he'll have 1.5 million chances to flash a winning smile in Times Square.

When the Texas A&M quarterback won the Heisman Trophy Saturday night in New York City, a rotating advertisement began on a billboard on Broadway in the heart of one of the nation's iconic locations.

Lasting just five seconds and sprinkled in amongst ads for Lane Bryant stores, the rock band AC/DC and others, the A&M-purchased billboard shows a smiling Manziel in uniform, football in hand. The words, "Call Him Johnny Heisman sit to his left.

After starting Saturday night, the ad is set to run until the next Saturday, December 15, according to A&M Vice President for Marketing and Communications Jason Cook. In all, it will make 1.5 million "impressions" on the light board.

The cost? According to Cook, it was $38,000.

Travel & Leisure cites the Times Square Alliance in noting an estimated 39.2 million people visit "The Crossroads of the World," ranking it as the most visited tourist attraction in the world.