Marc Paskin, who once appeared on the reality show Secret Millionaire, bought a billboard that reads, "All I want for Christmas is a Latina Girlfriend."
Otherwise, the billboard contains only an image of Paskin's face and the email address ChristmasLatina@aol.com.
[ More Buzz: Must-see videos of the week - Dec. 7 ]
The show that made Paskin a recognizable face showcases millionaires as they live undercover in poor U.S. neighbourhoods for a week in search of local heroes, to whom they donate some of their money.
When Paskin was on the show, he gave at total of $110,000 to three initiatives in Detroit created to prevent crime, help young adults rebuild troubles lives, and drive medical patients to appointments, according to the episode summary.
His profile from the show says Paskin grew up in a poor family before starting a career buying and selling real estate that earned him millions.
He told UT San Diego that his biggest life goal is helping others.
"When I die, no one will be at my funeral talking about my cash flow or how many properties I own," he said. "But they will be talking about my heart, and how I used my success to help others in need."
So far, the philanthropist hasn't spoken publicly about whether he put the billboard up himself or why he's interested in Latino women.
Would someone play such an elaborate hoax on a man who reportedly once gave out $125,000 in a Detroit neighbourhood, one $10 bill at a time?
Prank or not, women are responding.
Women commenting on the NBC story posted their emails offering Pasking to contact them.
"Hola, my name is Liza Lopez and I come from a Latino background. My parents are from South America. I am divorced no children. I'm very curious as of why do you prefer a Latina?" one woman posted.
Curious is certainly one way to describe this large-scale personal ad.
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