Ed Balls ended up derailing Labour's fightback against business critics after he agonisingly failed to name one of the party's biggest business supporters live on TV.
In the confusion about "well, erm, Bill", Balls admitted that the name of this "big supporter" had "just gone from my head".
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Balls is not alone to suffer an awkward memory lapse on air, as many other politicians - including Labour leader Ed Miliband - have awkwardly forgot people's names when it mattered. Here are just six moments.