Martin Lewis has admitted to 'cringing' as he made an announcement just days after taking a break from ITV.
The MoneySavingExpert has teamed up with YouTubers LadBaby to release a new Christmas single for charity. In a very different role than fans are used to seeing him in, Martin lends his vocals to the new track.
He can be seen singing into a microphone in the music video for the single, named Food Aid. A rework of Band Aid's 1984 hit Do They Know It's Christmas?, it could be LadBaby's fifth consecutive Christmas number one.
Read more: Martin Lewis confirms lengthy break as he delivers emotional ITV Good Morning Britain exit message
Martin admitted that he initially thought LadBaby - husband and wife duo Mark and Roxanne Hoyle - had "confused me with someone else" when asked to feature on the song, but vowed to "give it a go with gusto" after learning that proceeds would go to a good cause, reports ChronicleLive.
Sharing the new song on Twitter, Martin wrote: "I'm cringing a bit, but hope it gives some a smile in these dour times. My main hope is it raises awareness that, sadly, terribly, far too many in the UK need foodbanks."
The MoneySavingExpert, 50, belts out lines including: "This Christmas time, charity's really coming home," and: "Tonight we're reaching out and helping you." Turning to the camera in the music video, Martin then drops his singing voice to deliver the serious message: "There won't be food for everyone this Christmas time."
The whole group then sings: "When there's nowhere else to go, when the 'leccy's running low, let's make it a Christmas time for all," before chanting: "Feed the UK - help someone this Christmas time."
The music video also features lookalikes of music stars such as Elton John, Paul McCartney, Adele, Stormzy and Ed Sheeran, as well as the MoneySavingExpert founder himself. All profits from downloads of the single will go to The Trussell Trust, a charity working to stop hunger and poverty in the UK, and the Band Aid Trust.
It comes as Martin confirmed he'll be taking a lengthy break from Good Morning Britain earlier this week. He usually co-hosts the show with Susanna Reid and takes part in 'Money Mondays' where he answers viewers' questions and offers his important advice amid the cost of living crisis.
During Wednesday's edition of the ITV new programme, Martin appeared in the main seat alongside Kate Garraway where he again offered viewers' advice and co-hosted the show. But just as the latest instalment came to an end, the 50-year-old confirmed it would be his last stint for a while.
"This is my last programme before Christmas. I won’t be back until March because I’ve got my show coming on in the New Year," he confirmed before looking to the camera to deliver a heartfelt yet sombre message.
"Can I just wish everybody a very Merry Christmas, a very Happy New Year, and, especially after a Million Minutes, to those of you who will be going through grief and loneliness this Christmas, may you have more smiles than you are expecting, may you have more joy than you’re expecting.
He then added: "And if not, I just hope you get through it and you get through it easily."
Martin became part of the show's roster of male hosts taking on the main gig following Piers Morgan's exit in March 2021.
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