In a tale that brings to mind the crazy dotcom days, Los Angeles-based performance web hosting firm Globat.com has purchased advertising space on a man's neck for an undisclosed sum.

Robert Reames is a 27 year-old father of three young girls. His wife Jammie is disabled, and the family's finances have been tight.

After seeing previous Globat.com promotions, Reames contacted the company and made his case, suggesting that a permanent tattoo advertisement might help the family raise enough money to buy a car.

Reames has since had the Globat.com logo tattooed on the back of his neck.

"Being able to travel is important for a young family," said Ben Neumann, president and chief executive of Globat.com.

"Without access to a car, Robert's family is forced to pay high prices for necessities at local convenience stores and have a limited range of travel, especially with three young children."

Reames explained that he will wear Globat's tattoo as a "badge of honour and as a representation of the distance I will go, and the commitment I am willing to make, for the ones I love".

Globat.com has recently launched a wave of bizarre sponsorships and events such as a hamburger eating challenge and a sponsored birth. The company plans to launch at least one such special event in each of the 50 states in the US.