Trying to stand out against hundreds of competing shows, comedians performing at the Edinburgh Fringe need to take every opportunity to promote themselves.

But Jim Smallman has gone to extraordinary lengths – and had his show title tattooed across his stomach.

The Leciester-based comic endured an agonising 45 minutes under the needle to turn himself into walking advert for his Gilded Balloon show Tattooligan, which is all about his body art and the stories behind it.

He filmed the work being done, after which he said: ‘It is the worst pain I have ever felt. I have never said “Stop” in the middle of a tattoo, ever. And I’ve said “Stop” after every letter. Sometimes twice.’

He said today: ‘I decided to get my show title tattooed on me because... Well, I'm an idiot. It seemed like the thing to do for a show based loosely around my heavily inked skin.

‘I don't really regret it - it looks kind of cool and in 20 years at least there's a story behind it. I do regret choosing to have it on my stomach though - as you'll see from the video it hurt like hell. Should have chosen a much less tender area!

‘My agent suggested that I should have had "Gilded Balloon, 7.45pm" on there as well. But I reckon it's marginally less soul destroying to actually hand out flyers on the Royal Mile than showing off my belly to unsuspecting passers- by. Especially by the end of August when it'll be extra swollen from all the deep fried Mars bars.’

Here is the video: