Piers Morgan Takes It Off for Burger King Perfume Ad

Celebrity perfumes are clearly not something new, being actually often described as the safest segment for stars to branch out and make certain profit. However, if there ever was an unlikely celebrity-cosmetics brand collaboration, or fragrance for that matter, then that must be Piers Morgan of Britain’s Got Talent for Flame by Burger King, in the campaign that was just launched, as The Guardian can confirm.

It’s been quite a while that Burger King announced it would do the unthinkable and come out with a very cheap celebrity perfume that would represent the best of both worlds: cheap and of quality, with a dash of grilled meat flavor on the side for good measure. Admittedly, the £4.99 a bottle fragrance is already flying off the shelves in the US, with estimates indicating the same is about to occur in the UK as well, especially now that Burger King has none other than Britain’s Got Talent judge Piers Morgan flaunting his stuff in the new ad.

The recently launched campaign is seen as a direct attack at those coming from the competition, where only the most chiseled and tight-bodied celebrities are featured, such as is the case with Emporio Armani’s billboards with David Beckham. Just like Beckham, Morgan too takes almost everything off in the new ad, save for a gangsta-style neck bling with the name Burger King on it and a red drape covering his mid-body. Lying on a rug in front of a burning fire, the image is supposed to evoke masculinity, irresistible attraction and, of course, the smell of a grilled meat, which is the ingredient that makes this perfume so special.

Moreover, even if the campaign was designed as a joke, the perfume in itself means serious business, Burger King explains, as per the aforementioned publication. “It’s a very manly smell. It’s a real change from the his-and-hers type scents. […] Flame has a hint of grilled beef but that has quite masculine connotations. It is almost like a pheromone.” a spokesperson for the fast-food chain said a while back. The reviews on this statement are still out, but, no matter how industry watchers are trying to bring the entire campaign down, Burger King is bent on proving that it can come up with a cheap and extremely successful fragrance.

“Burger King’s outdoor ad campaign will be supported by a series of cardboard cut-outs of Morgan, who is holding the fragrance, to be used in 19 of the company’s restaurants located closest to outlets of gadget and gift shop Red5. The perfume, called Flame, will be sold in Selfridges and Red5 shops for £4.99. Burger King claims that it is the cheapest celebrity perfume on the market.” The Guardian writes.