He was right in the middle of a department store: a man caught on video performing a sex act.

The man behind the act has since been arrested and charged, and he faced a judge for the first time.

Daniel Wagner pleaded no contest Monday in court.  He also expressed his guilt and embarrassment for performing a sex act in public.

Wagner, who is 43 and from  Oconomowoc, was caught on tape touching himself in the middle of a busy department store.

"I'm intending to plead no contest," said Wagner, charged with lewd and lascivious behavior and disorderly conduct.

Prosecutors say its not his first sexually-related arrest.  He has two previous convictions for 4th degree sexual assault, one each from 1997 and 1998.

According to a criminal complaint, he told investigators "he became sexually aroused...And could no longer control himself."

Wagner went on to say "he's very embarrassed over what he had done."

The judge ordered Wagner to stay away from that particular department store.  Wagner will be back in court next month.