One of the first computer-generated pitchmen, wisecracking Max Headroom (actor Matt Frewer with latex mask) was already a cable talk-show host when Coca-Cola made him their symbol for new Coke. Headroom's sarcasm and the headlight-bright visuals "broke records for consumer awareness," said Coke senior VP John Reid. But while people loved Max (he got his own ABC TV show), they hated new Coke. Max's tag line, "Catch the Wave," quickly sank.