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Good Morning Britain presenter Jeff Brazier was left red faced as he was forced to prove he wasn't a scam caller during a disastrous on-air phone-in.
Brazier, who regularly hosts segments for the ITV show, was tasked with ringing up the latest winner of their competition.
But things didn't go to plan for the presenter, 46, who scrambled to prove his identity to the female caller after she insisted she hadn't entered any competition.
Joining Kate Garraway and Rob Rinder live in the studio on Friday, Brazier announced that the prize had been won by one of their viewers at home.
Introducing himself to the mystery caller, he said: 'Did you enter the competition last week to win for Christmas?'
Caught off guard by the winner's answer, a one-worded 'no', Brazier then tried to prove he was a legitimate caller by reassuring the winner she was not the victim of an elaborate phone scam.
The TV presenter, who regularly hosts the competition segments of the ITV show, was tasked with ringing up the latest winner of their competition - in front of hosts Kate Garraway and Rob Rinder
He continued: 'OK, I understand that if you did, you might say no because you think this might not be genuine - so how can I prove to you that I'm Jeff Brazier?
'We are literally speaking to you live on air, can you switch your TV on?'
The caller replied: 'Not at the moment,' to which he reassured her: 'I completely understand... I think you've done the right thing don't worry, I'm going to get someone to call you in about five minutes and we'll verify everything.'
Viewers were left shocked by the moment and promptly shared their thoughts on X, with one writing: 'Well that was awkward, Jeff got blindsided by that one...'
A second added: 'Jeff's face as he looks to the producers for help... Waits expectantly, ooooh st.'
While a third joked: 'She probably thought who the fk is Jeff Brazier?'
Others heaped praise on Brazier for how he handled the situation, with one viewer adding: 'To be fair, well styled out by Jeff,' as another added: 'Oh, poor Jeff, I feel like they dialled the wrong number.'
It's a fresh blow for Brazier, who was spotted for the first time this week since he confirmed his split from wife of seven years, Kate.
The TV presenter appeared to be keeping busy with work in the wake of the split, filming in Iceland for ITV this week.
In a statement on Instagram on Tuesday, Jeff revealed his marriage to Kate broke down over summer after they discovered they couldn't make each other happy.
On Thursday morning, Brazier was spotted at Heathrow airport, looking pensive as he wheeled his luggage through arrivals.
He appeared to be without his wedding ring, after previously appearing on TV without the band this week.
In a statement released on Tuesday, Brazier revealed his marriage to Kate broke down over summer after they discovered they couldn't make each other happy.
Just 24-hours later, he was back on screen and live on GMB, broadcasting from Iceland's famous Blue Lagoon.
Brazier made reference to the difficult year he and Kate faced due to fractured relations with his son Freddy, 21 in his lengthy statement.
Uploading alongside a throwback photo from a family holiday, he told fans: 'I'm so full of love and gratitude for Kate. For all we achieved, for how much we grew, for everything we endured.'
He added: 'We separated in the summer and kept it private for as long as we could to give us some time to adjust.
'For 12 years we have been each others safe space, each others biggest supporters at a time when our lives have been busy, painful & complex.'
'I'm so proud of how hard we worked, how we kept showing up, we gave everything and more.'
'I'm also so full of respect and admiration for the successful career Kate has built and the way she cared for me unconditionally.'
Brazier said Kate is still in touch to check in on how his sons are doing, as Freddy prepares to welcome his first child.
The presenter continued: 'It's credit to the woman she is that she still checks in to ask how the boys are doing because she is so invested in their lives.'
'They love her and I have many friends that love her too. I will miss her family who always went above and beyond to support us.'
'My words don't tell the full picture because they don't need to. We will carry on supporting each other and I know I'll be celebrating her inevitable wins just like before.'
'We both deserve complete happiness and we're upset that we ultimately couldn't be that for one another and It felt time to let it go.'
Before Brazier confirmed the split, it was reported that PR guru Kate, 35, had moved out of their marital home three weeks ago, with the presenter hinting on social media that his seven-year marriage was over.
Good Morning Britain airs weekdays from 6am on ITV1 and ITVX.