Piers Morgan on new "flame-grilled" scent

Piers Morgan has dismissed speculation that a body double has been used for a tongue-in-cheek advert in which he appears semi-naked. The Britain's Got Talent judge is fronting Burger King's new Flame fragrance campaign. The product is billed as Britain's first celebrity fragrance with a hint of flame-grilled beef and it is priced at a recession-busting £4.99. Morgan poses seductively in the ad in front of a log fire, wearing not much more than a Burger King medallion. Morgan dismissed rumours that his head had been superimposed on a model's body as "wild media speculation". The 44-year-old said: "I've waited 44 years for this." Morgan said he had always felt his body would be used as a marketing tool.

» More on this story... «

ITN | June 15, 2009

Tags:. .rumours. .fragrance. .superimposed. .medallion. .hint