London, England-Piers Morgan insists that it is his own body-and not a double’s, that was used in the new Burger King advertisement in the UK.

The “Britain’s Got Talent” and “America’s Got Talent” judge posed for the hamburger chain’s poster/billboard ad, wearing nothing but a red towel and a Burger King medal. Morgan is the endorser of the company’s soon to launch meat-scented cologne.

“I’ve been showing off this physique on Malibu Beach for years and no one’s ever fully caught it. This is it. This is the real me,” Piers said at The Billy Bush Show.

“I don’t want to get too into the methodology used for this photo shoot,” he answered when asked if his bod was sculpted via Photoshop. “All I would say is the picture doesn’t lie… I know there’s a bit of jealousy creeping in here, but the whole campaign is based around the fact that they’ve identified me as a pure piece of prime British Beef.”

But while the Morgan is proud of his figure, fellow judge Simon Cowell, as well as the British media, is skeptical of his photos.

“They don’t seem to think it’s my real body, but obviously they haven’t been as close to me as you have Billy, I mean you know how ripped I am. I’ve been in your little studio there.” The celebrated judge said.

And to those who want to see a better view of his Burger King ad, Morgan suggests: go to London!