Yeah, I looked up the same PDF after asking the question--will have to be some sort of convex-shaped billboard. In that case, not such a disaster.
I have to admit that while this project could have been much, much better I don't think it's a disaster. The cladding is fine, much of the facade is nicely glassy, and what isn't (x. the Edward side, which is terrible) will be covered in ads. It's a fine fit for the spot.