Piers Morgan strips for Burger King

Forget talent – Britain got an eyeful when ads featuring a semi-nude Piers Morgan hit London billboards yesterday, says U.K. publication The Guardian.

Morgan, who judges Britain's Got Talent and America’s Got Talent, is the face of Burger King’s latest product – meat-scented cologne. Yeah, you read that right. Meat. Scented.

The ads feature Morgan sprawled in front of a fireplace wearing a heavy gold BK chain and a strategically placed velvet rug. The slogan reads, "The scent of seduction. With a hint of flame-grilled meat."

Complementing the outdoor ads, Burger King will unveil cardboard cut-outs of Morgan to be placed in 19 of the fast-food chain’s restaurants. It has also produced a “making of” video of Morgan preparing for the campaign.

The fragrance, dubbed Flame, will sell in Selfridges and Red5 shops for a mere £4.99.

Flame launched in the U.S. and Canada late last year and according to Burger King, it "became the ultimate stocking filler," selling out in four days.

In April, Burger King launched a controversial TV commercial featuring Sir Mix-A-Lot’s 1992 song “Baby’s got Back.” But for me, nothing will ever top the creepiness of the fast-food joint’s mascot, The Burger King. Shudder.

Would you use meat-scented cologne? melissa@tvguide.ca