He may have risen to fame as the Naked Chef, but Jamie Oliver went all coy when it came to baring his behind for a new TV advert.
The Essex-born culinary whiz opted for a derriere double when he filmed a trailer for his new Channel 4 series, Jamie's American Road Trip.
In the clip, Jamie portrays all the different members of Seventies group The Village People, who are striding through an airport. But as the camera follows them walking away, it transpires that the leather-clad biker has the seat of his trousers missing.
Stepping in to save Jamie's blushes was part-time Sheffield actor Steve Clarke, who has appeared in The Full Monty stage show.
"It was a long day, and an all-leather outfit isn't ideal clothing on the hottest day of the year, but it was great fun," said the 36-year-old actor.
"When we did the final 'reveal' shot there were real holiday makers in the airport who must have got an eyeful. My partner Rebecca thinks it's fantastic."
In the new show, which begins on September 1, Jamie sets off across America to discover what the nation eats.
"Many people think American food is just burgers, fries and huge portions, but there's so much more to the country and its food than that," explains the 34-year-old. "I want to get beyond the stereotypes and try the real taste of America."