Close Encounters of the Danish Kind

Is the Danish Yellow Page trying to compete with Extra Bladet, publishing hookers' contac information or just "fyrværkeri" means something besides what it is defined in straight dictionaries?

[Note for non-Danish speakers: Fyrværkri means firework. The advertise company tried to make a pan with the word that is fyr (gay) + værk (work) + ri (-ry as in brewery) and the text below the picture reads "come to close contact with your clients."]