Who ordered this stupid campaign ?

Please, could somebody explain to me what this is supposed to communicate ?
bryan-adams.jpg

It has everything a good viral campaign needs: a two part viral story, a solid microsite, a mailto-button, some behind the scene info and even an eBay auction. The only thing missing is a message that makes sense !? Because I am pretty sure, they don't want to send the message I am getting here, do they ?

Or is this just that kind of British Humor, Germans simply can't understand...?

Update, 24.02.04:
Well, there is finally an explanation for this. You can read it over at adland:
It's a complete hoax, the ads were created by Frank Lesser and Jason Woliner directors in New York, just for the heck of it. No word yet if Bryan Adams plans to sue them. (...)