He was once the Naked Chef - but it seems Jamie Oliver did not have the cheek to bare his bum for a TV promo.

The kitchen guru opted for a stunt double to spare his blushes as he filmed a Channel 4 trailer for new series Jamie's American Road Trip.

In the promo, which aired for the first time last night, Oliver can be seen dressing as all the member of Seventies chart stars Village People using camera trickery. But the leather-clad character has the seat of his trousers missing so his bottom is clearly visible.

Oliver's stand-in was property developer and part-time actor Steve Clarke from Sheffield.

The 36-year-old said: "I'm used to getting my kit off in front of an audience. I did the stage show of The Full Monty last year, so I wasn't worried when I was asked to do this.

"The Full Monty ends up with us all starkers and raising our hats, although the lighting is 'tactful' at that point. It was great being Jamie's bum double and he was absolutely lovely, very friendly.

"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. 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."

Clarke added: "Some of my friends and family don't know about it yet - it'll certainly give me something to talk about when they ask what I've been up to."

In the six-part series Jamie's American Road Trip, which begins on September 1, Oliver travels around the US looking at the foods eaten by different social groups.

He can be seen serving food to the immigrant community on the streets of New York's Queens district as well as visiting Arizona's Navajos and the hurricane-struck residents of Louisiana.

He said: "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, so I want to get beyond the stereotypes and try the real taste of America."