Piers Morgan has got his kit off to launch Burger King’s new aftershave Flame.

The Britain's Got Talent judge lies seductively against a fireplace with nothing but a loincloth to cover his modesty.

Piers, 44, reckons it will be more popular than the snaps of David Beckham, 34, modelling Emporio Armani underwear.

‘I’ll definitely beat David Beckham in the fight for poster space,’ he tells the Daily Star. ‘My poster looks fantastic.

 

'I beat Becks in a recent poll to be the UK’s Hottest Hunk. I came first – he was tenth I believe. I’ve beaten him once and I’ll beat him again.

‘I’m also hearing rumours Daniel Craig wants to quit being James Bond. In which case, this seems a perfect option for me. I beat him in the Hot Hunk poll as well, so why not?’

Flame goes on sale at Selfridges from today for £4.99.