It is called the Droste effect - after a packaging from Dutch cocoa manufacturer dating back to 1904. Other brands used it - look at the earrings of La vache qui rit, they stretch out infinately.
But the beauty is that it is M.C. Escher's masterpiece "exposition d'estampes" - which is about a man seeing an exhibition and then within the exhibition there is himself seeing the exhibition (ad infinitum) - the work is so mathematically complex that there was even a documentary about it and even several papers.
And then you say advertising is not serious!