Piers Morgan has a hefty resume, he's been a tabloid editor, won Celebrity Apprentice in the U.S, is the judge for Britain's Got Talent, and now is the face or should I say body, of the new Burger King "Flame" Campaign.

"FLAME the new fragrance from Burger King is the worlds first perfume to contain the irresistible, sizzling overtones of the WHOPPER. Behold the hint of seduction with the subtle hint of flame-grilled beef."

The fragrance is not new, as it has been unveiled in the U.S. previously, but the ad campaign in the U.K. is new. where the fast food giant has teamed up with Selfridges to market and sell the £4.99 scent which is intended to make a man seem more masculine.

Well, according to the Telegraph, the company has a precise rationale for what may seem a odd concept, fast food as an aphrodisiac.

‘It’s a very manly smell. It’s a real change from the his-and-hers type scents.

‘It’s well known that certain foods can increase your libido. Flame has a hint of grilled beef but that has quite masculine connotations. It is almost like a pheromone.’

I think this idea is crazy. I can tell you first hand from working in a restraunt and having the stinch of the burgers seep out of my pours, that the meaty burger scent is not attractive on the body. No man or woman ever sniffed me and thought I smelt mouth watering. I got a lot of "you need to go home a take a shower and scrub hard." The burger scent should be for food only.

For more on this new Burger King fragrance and for more Piers in the making of this silly ad go to firemeetsdesire.com