The "human billboard" is Jim Nelson, who signed a five-year contract with C I Host to have the company's logo tattooed on the back of his shaved head. The contract requires Nelson to make the tattoo visible at all times. He is also required to make treks around the United States promoting C I Host.

"The campaign brought C I Host's message to the masses. The 'Human Billboard' is responsible for bringing us hundreds of new clients - a success by any means," says Christopher Faulkner, CEO of C I Host. "The 'Human Billboard' is one of the most aggressive salespeople I've got. This proves the power of grassroots, guerrilla marketing should never be underestimated."

C I Host, based in Texas, has become known for its use of innovative and occasionally bizarre marketing promotions.