Then he went to Sonntags Zeitung, one of the biggest newspapers in Switzerland, and convinced them to run the ad - saying he was from Gucci. He indicated that the $50,000 bill was to go to Gucci. And it all happened.
It would have been funnier if he'd paid for it himself. The way he did it, it just seems like he's an immature political science student acting on an adderal induced dare.