Possibly the hottest space for placing ads.
Commuters in Tokyo will soon spot some bizarre marketing on the city's subway.
A Japanese advertising firm has started selling ad space on the armpits of young women.
The Wakino Ad Company, "waki" is Japanese for armpit, was set up earlier this year.
Models are paid ¥10,000 (approximately €76) an hour for displaying various brands by grasping overhead handles on trains or stretching to show off their armpits.
The Wakino Ad Company is looking to hire more models, and it's has also announced plans to stage a beauty contest to find the most attractive armpits in Japan.
What do you think - is this the pits?!
