First came the revelation that NZ Notworth News (just like the Onion, only not funny) was actually a parody designed to promote a certain newspaper.
Then we learned those cheeky Rear View Girls were in fact shilling for Levis.
Now, comes the greatest surprise of all.
NBR can reveal that "Pacific Fibre" is actually a teaser campaign for Hallensteins.
Or at least it seems so, if the above photospread from the new Idealog is anything to go by.