Often it seems there is infinite space for displaying advertisements, with some individuals going as far as to earn a living by tattooing logos on their body. In Japan, one company has taken it a step further.

The Wakino Ad Company drew attention Tuesday for renting ad space to clients on the armpits of female models. The company is owned by Liberta, a cosmetic line that sells products for the underarm in Japan.

The ads are only visible once the model raises her arm.

"In the 21st century, the value of advertising is changing. We will not be caught in the existing framework, we will commit to realizing creative to solve problems by responding to client's needs," the company's website reads. 

Wakino charges clients 10,000 yen ($90.10) per hour for an armpit ad, which is available in an array of sizes and colors, according to its website. There is also a link titled "recruit" for anyone looking to join as a model and men are also encouraged to apply.

Wakino's curiously placed ads found their way onto a segment Tuesday on Comedy Central’s "The Daily Show with Trevor Noah."

"I think that's a pretty good idea but I do feel bad for guys with armpit fetishes. Because they’re going to be like, 'How do I upgrade to the ad-free version?'" Noah joked.

Japanse ads A Japanese advertising company uses woman's armpits to display its ads. Passengers are pictured on a train in front of advertising in Tokyo, Japan, on Feb. 1, 2017. Photo: Behrouz Mehri/AFP/Getty Images