Piers Morgan has signed up to be the face of Burger King's 'designer' cologne. The Britain's Got Talent judge and former Mirror editor is fronting an ad campaign for the meat-scented cologne.
Morgan will appear scantily clad in an outdoor ad campaign to promote the scent, which will retail at £4.99. In it, he lies in front of a blazing fire wearing nothing but a Burger King medallion and a small velvet rug to spare his blushes.
The outdoor campaign will run across sites in London featuring the strapline, "The scent of seduction. With a hint of flame-grilled meat".
It will be supported by cut-outs of Morgan to be used in 19 of the company's restaurants located closest to outlets of gift shop Red5 where the cologne, called Flame, will be sold. It will also be sold in Selfridges.
Burger King has also created a "making of" video featuring the 44-year-old Morgan stripping off and preparing to be photographed.
When Flame launched in the US late last year stocks sold out in four days.
To see a 'behind the scenes' video click the link below.
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