WE Serves Up ‘Hot Coffee,' Beefcake To NYC Commuters

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WE tv unleashed 15 hunky, coffee-toting male models on Manhattan Tuesday to promote the debut of Hot Coffee Break, the network’s new daily Web series that features extraordinarily fit and half-dressed young men performing mundane tasks like frosting a cake or washing dishes to music.

Each day throughout the month of July, viewers can log on to watch the videos at the Hot Coffee Break Web site, rate the models on a scale of 1-10 and download wallpaper of their favorite “performers.”

Tuesday’s webisode featured some guy named “James,” a self-described “diehard Nebraska Cornhuskers fan,” frosting a cake. For the record, voters so far have rated him a "6."

WE dispatched the model/performers to New York City’s Grand Central Station, Penn Station and throughout Midtown Manhattan to pass out free coffee to people making their way to and from the city. To see how the publicity stunt was received by the typically stoic NYC commuters (or to just check out the guys), take a gander at this online photo gallery.

No stranger to outrageous promotions, WE took over Times Square last month when it promoted the second-season premiere of its Bridezillas series by having 10 soon-to-be brides race up a 10-foot-tall piece of wedding cake slathered with 50 gallons of butter cream icing to win $25,000.

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