Some bets are more painful to lose than others, and a Colorado radio DJ now has a tattoo of a Twinkie to prove it.

Brian Gary at country station K99 in Fort Collins is a big dude. No doubt, he felt more than confident taking fellow DJ Shawn Patrick, a not so big dude, in a Twinkie-eating contest, with the loser agreeing to get 'Twinkie the Kid' tattooed on his body.

It was an underdog win for Shawn, though, who somehow managed to pack away more of the apocalypse-proof confections than Brian. Brian stayed true to the terms of the bet, and got the lasso-swinging, cowboy-hat-wearing Twinkie inked on his shoulder -- while live on air! His coworkers were kind enough to capture his stupidity, uhh, bravery on video: