OK, that ad you are referring to is very misleading; and I don't know if Jon has sanctioned it becuz he certainly did change how he ate by switching to whole, natural foods; and he did do exercise in the form of his favorite activities (one of which was gardening/landscaping; plus even on his book cover, you see him doing sit-ups).
From what I have read so far -- at first he just cut out all junk foods and fast foods; then very slowly moved to natural whole foods like lots of raw veggies & salads and lean meats like fish & poultry; plus, he added in good fats like flax oil which he now markets. On his site, he gives you lots of recipes and the basics of his plan (per se) for free. He will send you the first chapter of his book for free and a visualization dvd for free as well.
I plan to buy the book on my upcoming holidays along with a couple of others. The man did lose the weight and is a food scientist. I will let you in on a little secret right now though: basicly, the plan is a whole foods, plus natural live foods, good fats, lower carb plan.
When they say he didn't do exercise or follow any known diet; that is true. He created his own based on scientific research he and some colleagues in Australia did while he was in university there. As for exercise, he did not join a gym or any organized exercise regimen -- he just did activities that he knew that he would enjoy and stick too, like gardening and toning exercises, etc.
Hope this helps you a bit more ... go to the site and read it for yourself!