Piers Morgan mocked Holly Willoughby and the cast of This Morning in a brutal live TV rant.
The outspoken TV anchor took aim at the fellow ITV show during today's episode while announcing GMB's Royal Television Society Award nomination.
Revealing the weekday morning programme is the only ITV show in the running to bag the award, Piers didn't stop himself from making a dig at Phil and Holly.
Boasting about the nomination, Piers began his take-down by saying: "Suck on that you two" - much to co-anchor Susanna Reid's horror.
He continued: "You're not nominated!
"I would love to win it so we can do the fake ITV family speech."
Piers then went a step further and proceeded to mock Holly while talking in a high-pitched voice: "I just want to say we are one big happy family at ITV.
"This is for all of us even though we won us."
The 56-year-old took to Twitter to brag about GMB's nomination to his followers yesterday afternoon, posting: "BREAKING: Good Morning Britain nominated for Best Daytime Programme at the RTS Awards.... and This Morning isn’t.
"Thoughts with our ‘one big happy ITV family’ colleagues @Schofe @hollywills at this difficult time."
Piers also took aim at BBC Breakfast, who were not nominated either.
Speaking about the show's host, Dan Walker, Piers said: "He did tweet congratulations but it's fake.
"So my thoughts are with BBC breakfast who were not nominated.
"They are seething and I like them seething."
