Here you see a young man modeling in what looks to be a Gucci perfume ad. But Gucci didn't authorize this ad.

And this man swindled a big Swiss newspaper into believing he was an ad buyer for Gucci and into displaying this ad on a double page spread in their weekly issue.

An advertisement this size would cost about $120,000 but the bill has yet to be paid.

So it's a fake Gucci ad with him as the model. Juan Isidro Casilla has been up to these kinds of tricks before but this is his biggest heist at achieving some kind of dubious fame.

Casilla says that since all the publicity has come out about this prank, he has been hired as a fashion model. But he may be a compulsive liar. See the full Gucci fake ad story here.