Guy takes out fake ad with himself as the model, has the newspaper bill Gucci, now Gucci looking for the guy... hilarity ensues!
Yeah, the guy abused Gucci's copyright. But how were there any damages? Look at all the free press Gucci is getting now. Gucci actually benefits from this prank. They might owe him money by the end of all this.
regarding damages, i don't think gucci would have a hard time arguing this ad diminishes their brand image, bc the guy looks like a tool. its not like gucci needed the extra press bc everyone knows the brand already. they probably have a very selective marketing plan and this ad just threw all that out the window. pretty hilarious though.