Abstract: Advertising and emergency sign characterized by a supported sign that has exterior illumination for night viewing and includes a central framework and two facade sides disposed one on each side and being adapted, when released, to fall away from the central framework to expose an interior message board having an emergency message thereon. The interior message board is illuminated by an interior illumination inside the central framework. The facade sides are retained in place normally, but are released by a remote switch, such as disposed inside a store or the like for closing in the event of an emergency, such as a robbery. Also disclosed are specific preferred structural embodiments, such as the hingedly mounted opaque facade sides and the flashing interior illumination for calling attention to the emergency message.