I think this is hillarious... what a dude!

http://www.wherethehellismatt.com/

Watch the movie, and then read the about section.

I suppose it's nothing new that brands should try and attach themselves to unique people or stories however what I do find interesting is the way that Matt's story has come into the public domain and the way in which it continues. User generated websites, like Youtube.com are shaping our culture really dramatically. No longer are the idiosyncrasies of people and their quirky pursuits being confined to bedrooms or damp community centres, but now they have global exposure! Consequently, heroes are born, ha ha... not superheroes mind you just regular people doing, slightly different stuff.