If the world was stunned by news that fast food giant Burger King planned to release its own grill inspired fragrance, the latest news might be another shocker. According to reports, talent judge Piers Morgan was chosen to front the new campaign.

In contrast to the typical fragrance ads, Morgan has a less than impressive physique; something that the company hopes will work in its favor. In the ad Morgan is said to have stripped down to almost nothing, wearing a chain with a Burger King pendant, while lying in front of a fire.

Fans of Morgan’s talent show, America’s Got Talent can expect to see cutouts of the judge in select Burger King restaurants. The next installment of his show will kick off on Tuesday, June 23.