Sure, it's only the end of February, but we already have the best news story of the year. Coming out of Zurich, and found by way of AdFreak, it's the coverage of the hopeful model who took a photo of himself, slapped on a Gucci perfume bottle and logo, and sent the two page ad to the Swiss weekly SonntagsZeitung, which published it. The going rate for a two-page spread?

Christoph Zimmer told The Associated Press on Tuesday that the man asked for the 60,000-Swiss-franc (about $50,000) bill to be sent to Gucci.

"We've spoken to Gucci and apologized for the mistake," Zimmer said. "We're going to try and get the money back from this guy, but we don't rate our chances."

Read the whole story. It's fantastic.