Joe Sugg's very dramatic faint just four minutes into tonight's Bake Off after cutting his finger.
Of course, fans of the cooking show couldn't help but draw comparisons to Gillian McKeith, who famously dropped to the ground during a live I'm A Celebrity trial.
YouTuber and former Strictly star Joe's faint was met with a very calm "Oh dear" from musician James Blunt as paramedics attended to the scene.
All he'd wanted to do was cook a tray bake!
Joe did get up off the floor after a minute or two and asked how much time he'd lost.
And viewers were in hysterics, with one tweeting: "Sorry Joe Sugg but that's really made me laugh as it was so unexpected to have that much drama just 4 minutes in #gbbo."
While another commented: "No way did Joe Sugg just faint over that tiny cut #GBBO."
A third remarked: "Gillian McKeith: I did the best faint ever on reality television Joe Sugg: Hold my beer. #GBBO."
"@Joe_Sugg has just done a Gillian mckeith #BloodGate #GBBO," another wrote.
Another tweeted: "But who fainted better? Gillian Mckeith or Joe Sugg? #GBBO."
One questioned: "Did Joe just do a Gillian McKeith? #GBBO."
Another remarked: " Joe Sugg has just fainted to rival Gillian McKeith on I’m A Celeb #GBBO."
"Joe Sugg has just fainted to rival Gillian McKeith on I’m A Celeb #GBBO," a fan joked.
*Celebrity Bake Off returns next Tuesday at 8pm on Channel 4
