Good Morning Britain hosts Susanna Reid and Piers Morgan are urging viewers to vote for fellow rival ITV show This Morning in this year's National Television Awards.
Singing Holly, Phil, Ant and Dec's praises, the pair spoke of how many times This Morning has won at the awards ceremony over the years, despite GMB being in the same category.
So this year, the TV anchors jokingly said earlier on today's show that they are taking up a different tactic by telling viewers to boycott GMB and instead vote for This Morning.
Stating how voting polls opened yesterday, Susanna said: "One of the competitions we're not going to win by the way is the National Television Awards.
"And as we want to be on a winning team this year, we are telling everybody 'vote for This Morning'. They win every year."
Adding to the presenters campaign to have Phil and Holly take home the trophy for Best Live Magazine Show, Piers said: "Holly and Phil - loveliest people on television - and if you believe that you'll believe anything.
"But they deserve it.... So the National Television Awards are, I've got to be honest with you, they're a total load of old flannel.
"No one knows how these awards get allocated - every year they go 'oh let's consider all these people and they just give it to Holly and Phil and Ant and Dec.
"It is only right that once again Holly and Phil and Ant and Dec get to do their 'oh, what, us? Silly old us? Oh no, love you, love you more!"
The duo continued to urge people watching GMB to "vote for Ant and Dec, do not vote for us" as they explained how they're going to be using a different strategy this year.
"We don't need your vote." Susanna jokingly added, "Because to be honest, you're not going to vote for us anyway."
