Qantas has a new Skybed service, which it claims is not only the sole business-class bed to be had on flights between the U.S. and Australia but it's "the only bed in the sky that lies flat, for travelers to enjoy a full night's sleep." Besides a conventional print ad to make these points, M&C Saatchi has developed what it calls the "parking arm as billboard," to catch potential Qantas customers in "unexpected environments." Like when they're leaning out the window trying to grab that damn ticket out of the machine. In an adaptation of the print ad (see the PDF), "the message is secured as a poster attached to the exit and entry arms of car parks," according to the agency. Thirteen such parks in the Greater Los Angeles area are doing the Qantas wave.