Anyone who's ever been in front of a camera or behind a microphone will tell you of the dangers of "corpsing".
The phrase refers to derailing an entire production with uncontrollable laughter, and Rangers legend Ally McCoist was certainly guilty of it on Sunday.
Working alongside Chris Sutton and Darrell Currie on Premier Sports, the Ibrox icon was asked whether recent criticism of Celtic boss Neil Lennon has been unfair.
He tried to offer a defence but the conversation took an unexpected turn that threw the discussion off track.
McCoist said: "It goes with the territory, I firmly believe some of it was unjustified to be honest with you.
"I think in many ways, unfortunately, we're in a world where the media are reacting to social media."
Sutton wasn't letting that slide as he pointed out that his fellow pundit is active on Instagram.
McCoist hit back right away: "Absolutely, I'm absolutely running that Instagram at this moment in time.
"For a man of my years it's quite remarkable to be frank, however... that just sounded like a blatant plug for my Instagram!"
That realisation sent the Rangers legend into hysterics, with Sutton remarking it's the first time he's ever seen his colleague speechless.
Fighting back laughter McCoist spluttered: "I'm laughing, I'll be back in a minute! Just...
"Anyway, going back to your question. Yes it was unjustified because Neil is absolutely right he had players out through injury and covid and all that stuff, he clearly didn't have his ideal forward pairing.
"Some of the criticism was justified, I thought he should have gone with a four earlier, but it does go with the territory."
