[HOT STUFF: Britain's Got Talent judge Piers Morgan in the Burger King ad for Flame.]

LONDON: Britain's Got Talent judge Piers Morgan (above) has stripped for a Burger King advertisement campaign for Flame, a "masculine" body spray that reputedly smells like grilled beef and has been designed to boost the libido, said British newspaper The Telegraph.

The cologne is available in Selfridge's department store for £4.99 (S$11.90). The cologne was released in the United States last year.

Morgan appears lounging in front of a fire with only a stretch of fabric to cover his modesty, said The Telegraph.

A caption beneath reads: "The scent of seduction".

Surely that would impress Susan Boyle, the frumpy runner- up of the talent show. She reportedly thinks Morgan is cute, with a "lovely baby face", she told The Telegraph.

But is it really Morgan in the ad? According to The Telegraph, Morgan's face has been superimposed onto a younger, more toned model's body.

For more my paper stories click here.