It's also an example of a new category I've just invented called; 'User Generated Media Buying.'
The bloke in the ad above, created it himself, booked space in a large circulation Swiss magazine, then asked their accounts department to bill Gucci direct.
By the time it was discovered that he had bugger all to do with Gucci, and it was a con, the ad had appeared.
The little tinker.
Perhaps with all that girly-man after shave wafting about, the publishers found it difficult to smell something fishy.
The Police are understood to be looking for the culprit, looking at the photograph, although they might want to start by knocking on Thierry Henry's door.
Tip O' the hat to my young nephew at Mother, Mark Waites for the heads up.
And his source AdFreak.