You've probably seen these ads running for some time now. The CEO of Lifelock, an identity theft prevention service is so sure of his company's capability to protect personal data that he prints his own Social Security number in the ad. A bold move, like a modern day Victor Kiam.

Unfortunately, according to a class action lawsuit filed last week, he's actually HAD his identity stolen because of these ads. And not just the once:

While LifeLock has only publicly acknowledged that Davis' identity was compromised on one occasion, there are more than 20 driver's licenses that have been fraudulently obtained [using his personal information]...

Furthermore, a simple background check performed using Davis' Social Security number reveals that his entire personal profile has been compromised to the extent that the birth date associated with his Social Security number is Nov. 2, 1940, which would [inaccurately] make Davis 67 years old.

So, where exactly did this genius idea come from?

Bert J. Maynard Jr., who co-founded the company with Davis in 2005, developed the idea for LifeLock while sitting in a jail cell after having been arrested for failure to repay a $16,000 casino marker taken out at the Mirage Hotel in Las Vegas.

Oh God, I love this story :)