Piers Morgan couldn't resist mocking Holly Willoughby while simultaneously wishing her a happy 40th birthday.
The Good Morning Britain presenter, 55, joked about the "sycophantic" adoration she had received from some publications ahead of her birthday celebrations.
Appearing on GMB alongside co-star Susanna Reid, Piers gave Holly a shout-out: "I want to wish a happy 40th to Holly Willoughby. She'll be so glad I mentioned it."
Susanna exclaimed: "Finally! They're in our sort of age band, though I've sort of tipped over into the 50s."
Piers responded: "Yeah, and you got a load of sycophantic guff in The Sun but nothing quite like this! 'She's sexy, but unobtainable. She's happy and professional. Women love her, men love her and brands love her. It all works!'"
Laughing, he added: "Happy 40th, Holls! She's a great laugh, I've got to say. Amid all my constant taunting - I think my constant taunting has been mitigated by the fact that there are no awards ceremonies at the moment.
"So I've got to put up with her and Phil Schofield standing there talking about, 'We're all a big happy ITV family!' Yeah, we are when you lot win everything - you are, we're not. We're not a happy ITV family."
Susanna quipped:"We're seething with jealousy and resentment!"
Piers continued: "When I see you and Ant and Dec trotting up to get your 150th award and we get snubbed again. We're not a happy ITV family."
Susanna pleaded: "Can't you loan them out?"
"We're a very dysfunctional, hateful family at this end of the operation," joked Piers.
*Good Morning Britain airs weekdays at 6am on ITV
