America’s Got Talent host Piers Morgan is fronting the UK’s launch of Burger King’s new hard-broiled-scented fragrance, Flame.

The website promoting the perfume, firemeetsdesire.com, features former Daily Mirror editor Piers reclining naked except for a Burger King medallion and a strategically draped cloth.

SEE ALSO:   Magaret Cho Chelsea Handler Video: Margaret Cho "Chelsea Lately" Video