For a moment I thought this was a real billboard saying someone was missing (see the bad typography), since it was the only one I saw. Turns out now it’s for a TV show.
OK, this was clever (and we do have a lot of clever ads) and I am very glad TVNZ is at least promoting one of its own shows strongly—but is it also irresponsible? By the way, I do not recall what the show is named.