Phillip Schofield was left red-faced when the This Morning crew booed him during a phone-in.
The TV presenter, 58, received a telling off from a fan when he and his co-host Holly Willoughby played their infamous Spin To Win game on Monday morning.
The fan, called Mike, who was from Bristol, explained that his daughter had asked him for an autograph when she met him, but Phil apparently refused as he was too busy.
And he was clearly embarrassed when he was jeered by the behind-the-scenes crew on the ITV show.
Mike said his daughter Honey met him "many years ago" when he did a balloon ride in Bristol.
"You guys go way back!" Holly said.
But it wasn't as sweet as Holly, 39, thought, with Mike explaining: "We followed you, my daughter ran to the balloon.
"She tells me this story many many times, she asked you for your autograph and you said you were too busy."
Phil's face dropped immediately as Holly tried to ease the tension.
"Well, listen..." Holly said.
The crew started booing and jeering at him as he tried to explain himself before rolling his eyes.
"I was probably hanging out of a balloon at the time!" he said.
Mike could be heard laughing, showing he doesn't hold it against Phil.
Holly promised that they would add some signed prizes to his winnings for Honey.
To say sorry Phil gave Mike the answer so he could win the quiz when he was struggling.
Phil then signed a script to send to Honey, which read: "To Honey, not too busy this time. With love Phillip Schofield."
"Brilliant!" Mike said.
*This Morning airs weekdays at 10am on ITV
