Social Engineering the Old Media

While the Rules of the Thirds are partly in place, the floating fragnance and his depressed look provide some clues. The story is very interesting though as it has happened before. As Tim Nudd comments on Adfreak :

"In Switzerland, it doesn’t take much to be in a Gucci ad campaign. You photograph yourself naked, add a perfume bottle and the Gucci logo, send it to a weekly paper, and have them bill Gucci directly for the $50,000. They’ll fall for it every time."

How it could have been prevented? Coordinating the campaign with local Gucci representatives, ensuring payment is processed before the ad is featured, or let's just say look at his face to figure out he's anything but a professional model.