Ben Shephard was left embarrassed on Wednesday’s Good Morning Britain after a slip of the tongue which left the ITV studio in hysterics.
The telly host made a comment about his nipples, after his face was projected onto co-host Susanna Reid's dress.
The comment stemmed from a prank which Ben tried to pull on his co-host, but unfortunately for him, it backfired.
Susanna pointed out that by her wearing a green dress, things could be projected onto her clothing.
The GMB crew then decided to project a number of images of Ben Shephard's face onto her outfit.
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In doing so, Suzanna said: “Ah that’s lovely, full clad in Ben Shephard. I quite like that.”
Ben responded to his co-host’s remark saying "Susanna is wrapped in the warmth of a Ben blanket, light and airy."
Ben then said: "My nipples are..." before he abruptly stopped, and then asked himself: "My nipples?"
Susanna's face dropped into an expression of confusion and alarm, and she shouted: "What? What?"
Dr Hilary Jones and Ranvir Singh could be heard laughing, as a red-faced Ben tried to explain what he was meaning to say.
Looking really embarrassed, he pulled a face before saying: "I didn't..." as Ranvir continued to roar with laughter.
Susanna asked: "Did your inner thoughts come out on national television to millions, Ben Shephard?"
Wiping his eyes, Ben shouted: "No!" as Hilary called it a "Freudian slip".
Ben then claimed he'd mistakenly said nipples instead of nostrils, saying: "They're very easily confused."
