Todd DavisYou’ve probably heard the ad below:

“My name is Todd Davis. My social security number is 457-55-5462.

I’m Todd Davis, CEO of LifeLock, and yes, that’s my real social security number*. Identity theft is one of the fastest growing crimes in America, victimizing over 10 million people a year and costing billions of dollars. So why publish my social security number? Because I’m absolutely confident LifeLock is protecting my good name and personal information, just like it will yours. And we guarantee our service up to $1 million dollars.”

Todd is the CEO of Lifelock.  His ad was a bold challenge and a great marketing move in support of his services.  Unfortunately, this challenge did not fall on deaf ears.

Yesterday, Jordan Robertson from the Associated Press wrote an article explaining how Davis’ ad has come back to bite him.  This stunt has resulted in eighty-seven attempts to steal Davis’ identity; one man was even successful.  Here come the lawsuits!  Read on.