Advanced MOTD help

Hey guys,
I need help for this MOTD thingy.

So.....
I was browsing through my server list, then I noticed a server that has a weird MOTD.


Ok, it got my attention. I want to have that kind of advertising in my server too. But I don't know how to do it. If you guys know, can you help me? Thanks

Btw, my minecraft.jar is vanila 1.4.5. No mods (except optifine) added. I also tried it on my cousin's PC, it still shows the cool MOTD.

Thanks in advance