Talent judge Piers Morgan strips for saucy burger scent ad (+video)

Talent judge Piers Morgan has stripped for a saucy burger scent ad. Photo / Supplied

Britain's Got Talent

judge and erstwhile tabloid editor

Piers Morgan

has dropped his drawers for a saucy advert to promote a new "masculine" perfume. But here's the flame-grilled twist - this isn't your average

Calvin Klein

stink he's peddling.

Introducing, dare we say it, a rather buff and chiselled Morgan as the official semi-naked poster boy for Burger King's new fragrance,

Flame

. And no, this isn't a belated April fools gag.

The scent of seduction. With a hint of flame-grilled meat...

Cheekily billed as Britain's first celebrity fragrance "with a hint of flame-grilled meat", Flame is the result of an alliance between the fast food giant and UK high end department store Selfridges.

The meat-scented cologne, if you believe the hype, is meant to make the wearer seem more masculine. Well, if unlikely sexpot Morgan's brazen 'under the bonnet' display is anything to go by, he's well on his way to giving

David 'Panty' Beckham

a run for his money.

Britain's Got Flame: Morgan poses for the man scent ad

In the tongue firmly-in-cheek advert, wanton Morgan, 44, poses seductively in front of a log fire, decked out in a chunky Burger King medallion, and nothing but a strategically-placed velvet tapestry to cover his whopper.

Speaking of his disrobing in the name of beefy-man-scent, Morgan told the

Daily Star

: "I'll definitely beat

David Beckham

in the fight for poster space.

"My poster looks fantastic. I beat Becks in a recent poll to be the UK's Hottest Hunk.

"I came first - he was tenth I believe. I've beaten him once and I'll beat him again. I'm also hearing rumours

Daniel Craig

wants to quit being James Bond.

"In which case, this seems a perfect option for me. I beat him in the Hot Hunk poll as well, so why not?"

A spokesperson for Burger King said:

"It's a very manly smell. It's a real change from his-and-hers type scents. It's well known that

certain foods can increase your libido

. Flame has a

hint of grilled beef

but that has quite masculine connotations. It's almost like a

pheromone

."

Speculation is rife that 'beefcake' Morgan used a body double for the tongue-in-cheek ad, but he puts that down to "wild media speculation".

Morgan said: "I've waited 44 years for this."

“I’ve been showing off this physique on Malibu Beach for years and no one’s ever fully caught it. This is it. This is the real me,” he said.

And asked whether his naughty bits had been tinkered with, he quips: "It's very careful lighting. There isn't an airbrush big enough!

The acerbic talent judge added: "All I would say is the picture doesn't lie … I know there's a bit of jealously creeping in here, but the whole campaign is based around the fact that they've identified me as a pure piece of prime British flame grilled beef.

"I haven't been so confident of my physical prowess since I once shared a shower with

Jeremy Clarkson

," he reportedly said. We're not even going to go there...

The modest old devil said he has no qualms about flashing his flesh, but adds that his fellow judge,

Simon Cowell

, is not amused with the ad.

"Simon Cowell’s not laughing because everyone’s really, really goading him that I’ve got a better body than him. He’s really depressed," Morgan chuckled.

Boys will be boys.

What do you make of Morgan's strip in the name of beefy stink? Hot or not?

Video: Beyonce, new single Broken Hearted Girl

Unlucky in love and crying salty tears, Beyonce throws a pity party, and we're all invited...

Blogger's briefs

* Sandra Bullock

: 'I'm a bitch in real life'. That's what we've heard too. Get a load of Bullock's self-effacing

here

*

Dethroned beauty queen

Carrie Prejean is in hot water

over churlish comments she made against the Miss California USA Organisation. Take the shame, Prejean.

*

Cyrus 'sex snaps' are 'fake'. Reps for Mickey Mouse disciple

Miley Cyrus

have dismissed as fake a series of snaps that appear to show Cyrus engaging in a sex act. "The alleged photo of Miley Cyrus circulating the internet is completely fabricated."

*

New Carey.

Mariah Carey

debuts her new single,

Obsessed

. Sounds like she's borrowed

Madonna

's vocoder:

*

Britain's

Daily Mirror

claims

Paris Hilton

has 'spilled the beans' on her fling with

Cristiano Ronaldo

. "He's a very nice guy," she gushes. Enjoy it while it lasts, Ronaldo. Our Hilton's a bit of a five-minute wonder...

*

Sue you,

Rihanna

. News just in says princess RiRi is

being sued

by a neighbour, claiming the singer has allegedly been "ruining his lawn" by letting cars drive over his property.

*

Poll:

Who was the best dressed female celebrity at the CFDA Fashion Awards

? Vote

here

*

Playboy head hare

Hugh Hefner

says he can't tell his lovers apart. "I have one little trick, one has a little mark [on her neck]," he said, adding,"Other than that, I don’t know." Genius. Name tags, Heff, that should do it.

Blogger Bites Back

Pictured: Piers Morgan in the buff for new Burger King perfume ad. Photo / Supplied

We want you

Well, your vote.

Coming soon...the

2009 Web Awards

. You voted for us last year, please vote for this blog again in the

Best Blog category

. Voting closes Monday, 29 June.

Thank you!

*New - follow Blogger Bites Back on Twitter