Newspaper: "We're just not very bright."

ABC News: Newspaper Says It Fell for Fake Gucci Ad

So what kind of newspaper takes the word of some guy that the two-page, semi-naked ad featuring him which he's asking them to run is really from Gucci and should be charged to him? Because I think relatively few companies have the same person appearing in their ads and handling placing them.

(Thanks to Meryl.)