"flame" news and stories

Morgan before his BK ad. Photo: Ferdaus Shamim/WireImage

Way back when Burger King first launched its Flame fragrance in the U.S., Slashfood said the ad featuring a naked King was "sexier than a naked David Hasselhoff with a puppy."

Well company officials must have been reading as they tapped Piers Morgan, Hasselhoff's co-judge on "America's Got Talent," to peddle the "fragrance with the hint of flame-grilled beef" to his British brethren.

"I know what you're thinking," Morgan says in a video on Burger King's U.K. Web site. 'Hard to improve on perfection.'"