Matthew Wright stripped off to flash a skimpy bikini in equally hilarious and horrifying scenes on today's This Morning.
The broadcaster suddenly pulled open his shirt to reveal a white bikini top while speaking live on air to millions.
They had been discussing Charles Saatchi making a surprise appearance on Trinny Woodall's Facebook livestream by walking into the background of the video completely naked.
Mocking the 76-year-old businessman, Matthew cried: "You never know what’s going to pop out on camera!"
Mortified Holly Willoughby let out a scream, Janet Street-Porter was speechless and Phillip Schofield started applauding.
Matthew had of course been recreating his famous Mylene Klass-inspired shower scene from I'm A Celebrity in 2013.
He stripped off in the cold jungle shower and started massaging his soapy body in front of the cameras and a shocked Joey Essex.
"I can't believe you kept that bikini as well, like a little trophy," admitted Holly.
Stunned Phillip said: "Oh my god. There are just some things you can't unsee."
This Morning viewers took to Twitter after watching Matthew's hilarious prank.
One fan said: "Hahaha! Hilarious stunt you just pulled there"
"Loved the second viewing of it, on this morning...hilarious," added another.
A third said: "Crying with laughter! So so funny!!!! Thank you"
Many people were probably trying to forget the moment that Matthew got into a tight bikini in the jungle.
Matthew Wright recreated his own version of Myleene Klass' famous white bikini shower scene - though it may not have been as sexy.
Westlife star Kian Egan said: "I think he should have got a bigger size."
While Matthew replied: "It's not fair that the girls get all the attention."
*This Morning airs weekdays on ITV at 10am
