Piers Morgan in the buff for new Burger King perfume ad

Warning: The following story may damage your eyes…

We advise you put your toast down this morning and any hot drinks before you cast your eye over the following: A near-nude Piers Morgan promoting a fragrance for fast food chain, Burger King.

You may have thought you’d never hear that combination of words in the same sentence, but sadly it’s a reality as media man Piers Morgan has given his name – and body - to a new scent, named Flame.

His dignity and pride cast firmly aside, the Britain’s Got Talent judge is the face of the fragrance which will launch today and reportedly be available to buy for a credit crunch-friendly £4.99, from Selfridges.

Suspicion is already rife that the whole affair is a Burger King publicity stunt, however a BK spokesman has already silenced doubters saying: ‘It’s a very manly smell. It’s a real change from the 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 is almost like a pheromone.’

Believe that if you will, but adding Piers Morgan’s face to a stand-in beefy model’s body (no, that torso does not belong to the ex-newspaper editor) and expecting the female population’s pheromones to go into overdrive would be considered optimistic by Burger King lovers – and downright delusional by the rest of us!

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