Ben Shephard was left cringing at himself on Good Morning Britain on Wednesday, after an awkward slip-up on air.
The telly host made a comment about his nipples, after his face was projected onto co-host Susanna Reid's dress.
Ben shocked Susanna with his remarks, with him immediately coming to a halt after realising what he'd just said.
It started as Susanna pointed out that with her wearing a green dress, things could be projected onto her.
The GMB crew then decided to project a load of images of Ben Shephard's face onto her outfit, wanting to have a bit of fun while on air.
She responded: "Ah that's lovely, fully clad in Ben Shephard."
He added: "Susanna is wrapped in the warmth of a Ben blanket, light and airy."
Susanna told him: "I quite like that," but what Ben said next leave her shocked.
He 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."
He added to Hilary: "Don't throw me under the bus," as he told him he could not help him out of this one.
Good Morning Britain airs weekdays at 6am on ITV.
