An ad for an ad guy about ads

I was walking back to my studio yesterday past SO&M’s HO on Sussex St. A JC Decauex (?) guy was just finishing putting up a new poster in the back of a phone kiosk. The ad was for Singo’s themselves. Now ads for agencies in trade press is one thing, but this was mainstream outdoor.
The ad was nothing more than a shot from a Qantas ad with a headline that escapes me (I will take a pic and post it later – must get a camera/phone) and the SO&M logo. My first thought, “Qantas is reviewing their business and Singo wants them to see this ad when they walk in the building.” Not so much interesting as curious.